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GLOBAL ATTRACTIONS ATTENDANCE REPORT Cover image: Wars: Galaxy’s Edge, , Anaheim, CA, U.S. Photo courtesy of Disney

CREDITS

TEA/AECOM 2019 Theme Index and Index: The Global Attractions Attendance Report Publisher: Themed Association (TEA) Research: Economics practice at AECOM Editor: Judith Rubin Producer: Kathleen LaClair Lead Designers: Matt Timmins, Nina Patel

Publication team: Tsz Yin (Gigi) Au, Beth Chang, Michael Chee, Linda Cheu, Celia Datels, Lucia Fischer, Marina Hoffman, Olga Kondaurova, Kathleen LaClair, Jodie Lock, Jason Marshall, Sarah Linford, Jennie Nevin, Nina Patel, John Robinett, Judith Rubin, Matt Timmins, Chris Yoshii

©2019 TEA/AECOM. All rights reserved.

CONTACTS

For further information about the contents of this report and about the Economics practice at AECOM, contact the following:

John Robinett Chris Yoshii Senior Vice President – Economics Vice President – Economics, -Pacific [email protected] [email protected] T +1 213 593 8785 T +852 3922 9000

Kathleen LaClair Beth Chang

Associate Principal – Economics, Americas Executive Director – Economics, [email protected] Asia-Pacific T +1 610 444 3690 [email protected] T +852 3922 8109

Linda Cheu Jodie Lock Vice President – Economics, Americas Associate – Economics, Asia-Pacific and EMEA [email protected] [email protected] T +1 415 955 2928 T +852 3922 9000

aecom.com/economics

For information about TEA (Themed Entertainment Association): Judith Rubin Jennie Nevin TEA Director of Publications TEA [email protected] [email protected] T +1 314 853 5210 T +1 818 843 8497

TEAconnect.org GLOBAL ATTRACTIONS ATTENDANCE REPORT

The definitive annual attendance study for the themed entertainment and museum industries. Published by the Themed Entertainment Association (TEA) and the Economics practice at AECOM. 8.0%

China Park, Changzhou, , attendance growth 2018–19

CONTENTS THE BIG PICTURE 6 THE AMERICAS 24 ASIA-PACIFIC 42 EMEA 58 70 ABOUT THE STUDY 98 FREQUENTLY ASKED QUESTIONS 99

China Dinosaur Park, Changzhou, China © China Dinosaur Park

4 5 THE BIG PICTURE THE 4.0%

Top 10 theme park groups worldwide attendance growth 2018–19 521.2m

Top 10 theme park groups worldwide attendance 2019 501.2m

Top 10 theme park groups worldwide attendance 2018

JOHN ROBINETT 9.1m

Senior Vice President – Economics Universal Studios — , Universal City, CA, U.S., attendance 2019

6 STABLE 2019 SETS STAGE FOR COMING CHALLENGES

While 2020 has been a year of great challenges for the global visitor attractions industry, our report, as always, focuses on the results of the previous year, in this case, 2019. We will share some brief comments about 2020 at the end of this column and in selected sections of this report, with detailed analysis to follow, of course, in next year’s edition.

After clearing the half billion attendance mark in 2018, the world’s top theme , water parks and attractions continued to climb to 521m in 2019 for a 4.0% annual growth rate as represented by the top 10 attraction groups. —

The Asian operators once again dominated — with OCT, , and Fantawild all reporting high single- or double-digit increases. In the West, Cedar led the pack with visitation up 8.0%, which included the acquisition of several water parks.

Universal Studios Hollywood, Universal City, CA, U.S. © Universal Studios Hollywood

7 Looking at the top 20 theme parks in the Overall, EMEA was relatively flat in 2019. various global markets showed general North American parks advanced at a stability in 2019 with modest growth rates. modest rate of 1.0% with Universal’s Islands Asia’s top parks expanded at roughly 2.0%, of Adventure producing the best results at slightly down from the previous year, with 6.0%, followed by ’s Wonderland at China in general, and OCT in particular, 4.0%, and Knott’s Berry Farm at 3.0%. delivering strong performances. EMEA American parks were flat as a whole. had mixed results this year with ’s parks showing consistent, mid- Water parks fared about the same as theme single digit growth, ’s parks doing parks this year with a slight increase of well, and Parc Astérix () up 7.0%. 0.6%. Contributors were a number of strong Asian parks, and Therme Erding in Germany whose seasonal investments delivered a notable 23.0% increase in volume. THE ATTRACTIONS INDUSTRY Museums in had positive results off the back of some major exhibits expanding IS RESILIENT, CREATIVE AND attendance by over 4.0%. While Asian RESPONSIVE TO THE NEEDS Museums had stable attendance, overall OF ITS GUESTS. global market share in the top visited museums increased. came down off a big exhibit year in 2018 and was also impacted by a re-calibration of Smithsonian numbers which led to a loss of 17.5%.

Chimelong International Ocean Tourist , , China 8.4% © Chimelong , Hengqin, China, attendance growth 2018–19

8 23.3% Therme Erding, Erding, Germany, attendance growth 2018–19

Therme Erding, Erding, Germany © Therme Erding

As a whole, 2019 was a rather mild- mannered year in the industry, with stable results in the established European and AS A WHOLE, 2019 WAS A American markets being supplemented by moderate growth in Asia. This could indicate RATHER MILD-MANNERED that some pre-recessionary pressures YEAR IN THE INDUSTRY, WITH were building under the surface before the STABLE RESULTS IN THE tectonic COVID-19 shifted the foundation of ESTABLISHED EUROPEAN AND the world’s health and economies. AMERICAN MARKETS BEING With respect to the impact of COVID-19, as SUPPLEMENTED BY MODERATE of this writing major commercial attraction GROWTH IN ASIA. operators are either considering or have opened their attractions for the summer . Cultural attractions, such as museums and , are beginning to open — albeit with more caution — in various parts of the world as well.

9 The general sentiment is that with new Finally, it is worth noting that the industry health and safety measures, many has undergone major disruptions before attractions will be able to get back to — related to health, safety, economic and business this year (although at a different security issues. While acknowledging the level). Some are predicting 30.0% to 50.0% serious nature and consequences of the of normal business volume for the coming current pandemic, history shows us that months, and surveys show positive demand people’s behavior, with some exceptions, from the market. However, it may take one largely returns to normal once the threat to several years to return to pre-COVID is removed. The attractions industry is operating levels, and the investment horizon resilient, creative, and responsive to the of many owners may be altered due to cash needs of its guests. This — combined with flow loss. the industry’s lasting value of producing family fun, shared experiences, and escape — points to a future of recovery and new as it has in the past.

14.7m

Tokyo DisneySea, , , attendance 2019

Tokyo DisneySea, Tokyo, Japan © Tokyo DisneySea

10 TOP 10 THEME PARK GROUPS WORLDWIDE RANK GROUP NAME % CHANGE ATTENDANCE 2019 ATTENDANCE 2018 1 ATTRACTIONS -0.8% 155,991,000 157,311,000 2 MERLIN GROUP 0.9% 67,000,000 66,400,000* 3 OCT PARKS CHINA 9.4% 53,970,000 49,350,000 4 UNIVERSAL PARKS AND 2.3% 51,243,000 50,068,000 5 FANTAWILD GROUP 19.8% 50,393,000 42,074,000 6 CHIMELONG GROUP 8.9% 37,018,000 34,007,000 7 INC. 2.5% 32,811,000 32,024,000 8 ENTERTAINMENT COMPANY 7.8% 27,938,000 25,912,000 9 SEAWORLD PARKS & ENTERTAINMENT 0.2% 22,624,000 22,582,000 10 6.2% 22,195,000 20,900,000 TOP 10 ATTENDANCE GROWTH 2018–19 4.0% 521,183,000 501,228,000

© 2020 TEA / AECOM

* Adjustment versus the figure we published in last year’s report

4.0% 521.2m 501.2m

Top 10 theme park groups Top 10 theme park groups Top 10 theme park groups worldwide attendance growth worldwide attendance 2019 worldwide attendance 2018 2018–19

11 12 13 12 11 10 9 8 7 6 5 4 3 2 1 RANK WORLDWIDE PARKS AMUSEMENT/THEME 25 TOP UNIVERSAL STUDIOS AT , ORLANDO, AT UNIVERSAL FLORIDA STUDIOS UNIVERSAL DISNEYLAND, AT WALT WORLD, STUDIOS DISNEY HOLLYWOOD DISNEY'S KINGDOM, OCEAN CHIMELONG AT WORLD, WALTEPCOT DISNEY AT KINGDOM WALT WORLD, DISNEY DISNEY'S JAPAN, STUDIOS UNIVERSAL DISNEYSEA, , TOKYO PARK, DISNEYLAND U.S. FL, VISTA, BUENA LAKE PARK AT RESORT, THEME KINGDOM WALT WORLD MAGIC DISNEY DISNEY ADVENTURE PARK, PARK, ADVENTURE CALIFORNIA DISNEY ORLANDO, AT UNIVERSAL OFADVENTURE UNIVERSAL'S ISLANDS PARK LOCATION

TOKYO, JAPAN TOKYO, ANAHEIM, CA, U.S. CA, ANAHEIM, TOKYO, JAPAN TOKYO, SHANGHAI, CHINA SHANGHAI, , JAPAN OSAKA, HENGQIN, CHINA LAKE , FL, U.S. FL, VISTA, BUENA LAKE ANAHEIM, CA, U.S. CA, ANAHEIM,

LAKE BUENA VISTA, FL, U.S. FL, VISTA, BUENA LAKE FL, U.S. FL, LAKE BUENA VISTA, FL, U.S. U.S. FL, VISTA, BUENA LAKE FL, U.S. FL,

50 11,210,000 -5.0% 2.0% 10,922,000 10,922,000 2.0% 11,483,000 2.0% .%11,736,000 8.4% 12,444,000 0.0% 14,650,000 0.0% 17,910,000 0.0% 18,666,000 0.0% 20,963,000 0.5% .%9,861,000 0.0% 10,375,000 6.0% 1.0% 13,888,000 13,888,000 1.0% 14,500,000 1.4% % CHANGE

© 2020 TEA /AECOM © 2020 TEA ATTENDANCE 2019 12,444,000 12,444,000 14,300,000 14,300,000 10,708,000 10,708,000 10,830,000 18,666,000 13,750,000 13,750,000 14,651,000 11,800,000 11,258,000 20,859,000 17,907,000 9,788,000 9,861,000

ATTENDANCE 2018 2018–19 growth attendance worldwide parks Top amusement/theme 25 0.7 /AECOM © 2020TEA 16 15 14 25 24 23 22 21 20 19 18 17 © 2020 TEA /AECOM © 2020 TEA TOP 25 ATTENDANCE GROWTH 2018–19 GROWTH 25ATTENDANCE TOP 2019 ATTENDANCE 25TOTAL TOP RANK , HOLLYWOOD, STUDIOS UNIVERSAL , PARK AT DISNEYLAND DISNEYLAND , PARADISE, CHIMELONG VALLEY, HAPPY OCT PARIS, PARK AT DISNEYLAND WALT STUDIOS DISNEY DE , KONG DISNEYLAND, PARK, OCEAN EUROPA-PARK, SPA LAND, NAGASHIMA WORLD, LOTTE

% PARK LOCATION , SOUTH SOUTH SEOUL, KAATSHEUVEL, KAATSHEUVEL, SAR SEOUL, KOREA SOUTH SEOUL, RUST, GERMANY RUST, , CHINA BEIJING, , CHINA CHINA GUANGZHOU, KUWANA, JAPAN KUWANA, HONG KONG SAR 12.9% 6,606,000 6,606,000 12.9% UNIVERSAL CITY, CA, U.S. CA, CITY, UNIVERSAL worldwide attendance 2019 attendance worldwide parks Top amusement/theme 25 253.7m MARNE-LA-VALLEE, FRANCE MARNE-LA-VALLEE, MARNE-LA-VALLEE, FRANCE MARNE-LA-VALLEE, worldwide attendance 2018 attendance worldwide parks Top amusement/theme 25 252.0m -15.0% 5,695,000 5,695,000 -15.0% 29.6% 5,160,000 5,160,000 29.6% -0.1% 5,953,000 5,953,000 -0.1% 10 9,745,000 -1.0% -1.0% 5,245,000 5,245,000 -1.0% 5,260,000 -1.7% 5,700,000 -1.7% 4.8% 4,905,000 4,905,000 4.8% .%9,147,000 0.0% 0.5% 5,750,000 5,750,000 0.5% 5,950,000 0.5% 0.7% 253,724,000 253,724,000

253,724,000 253,724,000 251,990,000 % CHANGE

ATTENDANCE

251,070,000 2019 5,350,000* 5,350,000* 4,680,000 4,680,000 5,298,000 5,298,000 6,700,000 5,800,000 5,720,000 5,920,000 5,960,000 5,850,000 3,980,000 3,980,000 9,843,000 9,147,000

ATTENDANCE 2018 13 TOP 25 AMUSEMENT/THEME PARKS WORLDWIDE

NETHERLANDS 5.3m 22 1 PARK

FRANCE 23 15 14 CALIFORNIA, U.S. 15.0m 2 PARKS 37.7m 2 3 PARKS 13

12 1 11 FLORIDA, U.S. 80.1m 6 PARKS 9 7 6

MAP KEY GROWTH Top 25 theme/amusement parks worldwide 10 Top 20 water parks worldwide Circles represent size of attendance at ranked parks at 5 the geography indicated. Slices within circles represent proportion < 0% 0%–4.9% 5%–9.9% 10%+ 0 of attendance at the geography from the ranked park indicated by number. Shading indicates -5 2010–11 2011–12 2012–13 2013–14 2014–15 2015–16 2016–17 2017–18 2018-19 attendance growth at the ranked park versus all other ranked parks. 3.8% 5.2% 4.3% 4.1% 5.4% -1.1% 4.7% 3.3% 0.7%

14 © 2020 TEA / AECOM SOUTH KOREA 17 16 12.6m 2 PARKS GERMANY 19 25 18 5.8m CHINA 1 PARK 24 8 3 JAPAN 33.0m 5 53.0m 4 PARKS 10 4 PARKS 4

HONG KONG 21 20 11.4m 2 PARKS

0.7% 253.7m 252.0m

Top 25 amusement/theme parks Top 25 amusement/theme parks Top 25 amusement/theme parks worldwide attendance growth worldwide attendance 2019 worldwide attendance 2018 2018–19

© 2020 TEA / AECOM 15 16 2 1 3 7 6 5 4 8 10 9 RANK WORLDWIDE WATER PARKS 20 TOP TYPHOON AT DISNEY WORLD, WORLD, AT DISNEY LAGOON TYPHOON WATERCHIMELONG PARK, BLIZZARD BEACH AT DISNEY WORLD, WORLD, AT DISNEY BEACH BLIZZARD ,VOLCANO , AQUAVENTURE BAHAMAS LARANJAIS, DOS THERMAS ERDING, THERME (NASSAU, NEW PROVIDENCE), BAHAMAS PROVIDENCE), NEW (NASSAU, , AQUATICA, FANTAWILD WUHU WATER PARK, QUENTE, PARK RIO HOT PARK LOCATION

ORLANDO, FL, U.S. FL, ORLANDO, ORLANDO, FL, U.S. FL, ORLANDO, ERDING, GERMANY ERDING, CALDAS NOVAS, CALDAS

GUANGZHOU, CHINA GUANGZHOU, OLIMPIA, BRAZIL OLIMPIA, WUHU, CHINA WUHU, ORLANDO, FL, U.S. FL, ORLANDO, ORLANDO, FL, U.S. FL, ORLANDO, PARADISE ISLAND ISLAND PARADISE

10.0% 3,014,000 3,014,000 10.0% 33 1,850,000 23.3% 64 1,845,000 -6.4% 09 1,348,000 -0.9% -1.0% 2,248,000 2,248,000 -1.0% 10 1,813,000 -1.0% 1,983,000 -1.0% 15 1,533,000 -1.5% .%1,469,000 2.1% .%1,811,000 5.0% % CHANGE

© 2020 TEA /AECOM © 2020 TEA ATTENDANCE 2019 1,439,000* 2,740,000 2,740,000 2,003,000 2,003,000 2,271,000 1,500,000 1,725,000 1,360,000 1,556,000 1,831,000 1,971,000

ATTENDANCE 2018 attendance growth 2018–19 growth attendance worldwide parks Top water 20 0.6 /AECOM © 2020TEA 20 19 16 15 14 13 12 11 * Adjustment versus thefigure we publishedinlast year’s report © 2020 TEA /AECOM © 2020 TEA TO 2019 ATTENDANCE 20TOTAL TOP RANK P 20 ATTENDANCE GROWTH GROWTH P 20ATTENDANCE , WORLD, OCEAN GOLDCOAST, 'N'WILD WET SIAM PARK, PARK, SIAM SUNWAY LAGOON, ATLANTIS, AQUAVENTURE PLAYA MAYA WATER PARK, ISLANDS, TROPICAL AQUAPALACE, WATER PARK, AQUAVENTURE BAY,

% PARK LOCATION SANTA CRUZ DE TENERIFE, DE TENERIFE, CRUZ SANTA PRAGUE, CZECH PRAGUE, GANGWON-DO, SOUTH KOREA SOUTH GANGWON-DO, SEOUL, SOUTH KOREA SOUTH SEOUL, KUALA LUMPUR, LUMPUR, KUALA KRAUSNICK, GERMANY KRAUSNICK, SANYA, CHINA SANYA, WUHAN, CHINA WUHAN, GOLD COAST, GOLD COAST, 2018–19 , U.A.E. DUBAI, attendance 2019 attendance worldwide parks Top water 20 31.1m attendance 2018 attendance worldwide parks Top water 20 30.9m 0.%1,200,000 100.0% 1.%1,071,000 -15.3% 20 1,210,000 12.0% 11 1,333,000 11.1% 08 1,200,000 -0.8% 1,322,000 -5.4% 77 1,200,000 -7.7% .%1,233,000 2.8% .%1,120,000 0.0% .%1,300,000 0.9% 0.6% % CHANGE 3,0,0 30,919,000 31,103,000 31,103,000 31,103,000

ATTENDANCE 2019 30,055,000 30,055,000 1,264,000 1,120,000 1,210,000 1,300,000 1,080,000 1,200,000 1,288,000 1,200,000 1,397,000 600,000 600,000 ATTENDANCE 2018 17 TOP 20 WATER PARKS WORLDWIDE

GERMANY 14 4 8 3.1m 2 U.S. 2 PARKS 7.6m 7 SPAIN 3 4 PARKS 1.2m 16 BAHAMAS 1 PARK 6 1.8m 1 PARK

BRAZIL 9 5 3.3m 2 PARKS

MAP KEY GROWTH Top 20 water parks worldwide 10 Top 25 theme/amusement parks worldwide Circles represent size of attendance at ranked parks at 5 the geography indicated. Slices within circles represent proportion < 0% 0%–4.9% 5%–9.9% 10%+ 0 of attendance at the geography from the ranked park indicated by number. Shading indicates -5 2010–11 2011–12 2012–13 2013–14 2014–15 2015–16 2016–17 2017–18 2018-19 attendance growth at the ranked park versus all other ranked parks. 8.2% 5.4% 7.1% 2.8% 3.7% 3.6% 1.6% 2.5% 0.6%

18 © 2020 TEA / AECOM SOUTH KOREA 20 11 CZECH REPUBLIC 2.4m 2 PARKS 13 1.3m 1 PARK 16 CHINA 1 6.8m 15 4 PARKS 10 12

U.A.E. 1.3m MALAYSIA 1 PARK 1.2m 16 1 PARK

AUSTRALIA 19 1.1m 1 PARK

0.6% 31.1m 30.9m

Top 20 water parks worldwide Top 20 water parks worldwide Top 20 water parks worldwide attendance 2019 attendance 2018 attendance growth 2018–19

© 2020 TEA / AECOM 19 TOP 20 MUSEUMS WORLDWIDE RANK MUSEUM LOCATION % CHANGE ATTENDANCE 2019 ATTENDANCE 2018 FREE/PAID 1 , PARIS, FRANCE -5.9% 9,600,000 10,200,000 2 NATIONAL MUSEUM OF CHINA, BEIJING, CHINA -14.2% 7,390,000 8,610,000 3 VATICAN MUSEUMS, VATICAN, VATICAN CITY 1.9% 6,883,000 6,756,000 4 THE METROPOLITAN MUSEUM OF ART, , NY, U.S. -8.0% 6,770,000 7,360,000 5 BRITISH MUSEUM, , U.K. 5.8% 6,208,000 5,869,000 6 TATE MODERN, LONDON, U.K. 4.6% 6,098,000 5,829,000 7 NATIONAL GALLERY, LONDON, U.K. 4.8% 6,011,000 5,736,000 8 NATURAL HISTORY MUSEUM, LONDON, U.K. 3.8% 5,424,000 5,226,000 9 AMERICAN MUSEUM OF NATURAL HISTORY, NEW YORK, NY, U.S. 0.0% 5,000,000 5,000,000 10 STATE HERMITAGE, ST PETERSBURG, 15.4% 4,957,000 4,294,000

20 © 2020 TEA / AECOM attendance growth 2018–19 growth attendance worldwide Top museums 20 -2.4 /AECOM © 2020TEA 20 19 18 17 16 15 14 13 12 11 © 2020 TEA /AECOM © 2020 TEA TOP 20 ATTENDANCE GROWTH 2018–19 GROWTH 20ATTENDANCE TOP 2019 ATTENDANCE 20TOTAL TOP RANK NATIONAL PALACE MUSEUM, MUSEUM, PALACE NATIONAL MUSEUM, SCIENCE TECHNOLOGY CHINA MUSEUM, &ALBERT VICTORIA OFART, GALLERY NATIONAL MUSEUM, MUSEUM, NANJING HISTORY, OFNATURAL MUSEUM NATIONAL SOFÍA, REINA MUSEUM, SCIENCE ANDTECHNOLOGY SHANGHAI MUSÉE D'ORSAY,MUSÉE MUSEUM % LOCATION , SPAIN MADRID, PARIS, FRANCE PARIS, NANJING, CHINA NANJING, HANGZHOU, CHINA HANGZHOU, , DC, U.S. DC, WASHINGTON, , TAIWAN LONDON, U.K. U.K. LONDON, attendance 2019 attendance worldwide Top museums 20 105.5m BEIJING, CHINA BEIJING, WASHINGTON, DC, U.S. DC, WASHINGTON, SHANGHAI, CHINA SHANGHAI, attendance 2018 attendance worldwide Top museums 20 108.1m 1.%4,200,000 -12.5% 1.%3,891,000 -11.6% -2.4% 50 3,652,000 15.0% 4,824,000 36.3% 36 4,169,000 13.6% 4,426,000 13.5% 07 3,832,000 -0.7% 12 3,921,000 -1.2% 4,150,000 -1.2% 75 4,074,000 -7.5% % CHANGE 105,480,000 0,8,0 108,080,000 105,480,000

ATTENDANCE 2019 104,795,000 4,404,000 4,400,000 4,200,000 4,800,000 3,175,000 3,860,000 3,968,000 3,670,000 3,898,000 3,540,000

ATTENDANCE 2018 FREE/PAID 21 TOP 20 MUSEUMS WORLDWIDE

17 5 U.K. 27.7m 8 5 MUSEUMS 7 6

FRANCE 20 13.3m 1 16 U.S. 2 MUSEUMS 4 12 13 20.0m 9 4 MUSEUMS SPAIN 4.4m 1 MUSEUM

MAP KEY GROWTH Top 20 museums worldwide 10 Circles represent size of attendance at ranked parks at 5 the geography indicated. Slices within circles represent proportion < 0% 0%–4.9% 5%–9.9% 10%+ 0 of attendance at the geography from the ranked museum indicated by number. Shading -5 2012–13 2013–14 2014–15 2015–16 2016–17 2017–18 2018–19 indicates attendance growth at the ranked museum versus all 7.2% 1.6% -0.7% 1.2% 0.2% 0.1% -2.4% other ranked museums.

22 © 2020 TEA / AECOM RUSSIA 10 5.1m 1 MUSEUM

VATICAN CITY 18 3 6.9m 2 CHINA 1 MUSEUM 15 24.4m 14 11 5 MUSEUMS TAIWAN 19 3.8m 1 MUSEUM

-2.4% 105.5m 108.1m

Top 20 museums worldwide Top 20 museums worldwide Top 20 museums worldwide attendance 2019 attendance 2018 attendance growth 2018–19

© 2020 TEA / AECOM 23 THE AMERICAS THE 1.0%

Top 20 amusement/ theme parks North America attendance growth 2018–19 159.1m

Top 20 amusement/ theme parks North America attendance 2019 157.5m

Top 20 amusement/ theme parks North America attendance 2018

KATHLEEN LACLAIR

Associate Principal – Economics, Americas —

24 NORTH AMERICA THEME PARKS: STEADY GROWTH IN 2019, SUSTAINED BY BEST PRACTICES

The top 20 theme parks in North America saw 1.0% growth overall in 2019, representing 1.6 million new visits for these leading operators and popular chains. —

Collectively, we’re seeing the operators and parks in this group doing all the right things — making strategic acquisitions, investing in new lands and rides, extending the season and customer base with new events, and focusing on the guest experience to drive performance. These practices will continue to be important as the industry moves forward.

Kings Island, Mason, OH, U.S. ©

25 6.0%

Universal's Islands of Adventure at Universal Orlando, FL, U.S., attendance growth 2018–19

Universal's Islands of Adventure at Universal Orlando, FL, U.S., © Universal and WBEI. Publishing Rights © JKR.(s20)

Disney, Universal There has been continued investment in StarAt Disney's Wars domestic parks, the opening of Pier at Disney California Adventure : Galaxy’s Edge introduced a richly with Jessie’s Critter and Inside Out themed new land that takes participatory Emotional Whirlwind in 2019. Set to open immersion to new levels, and showcases soon: at Disneyland, what Disney does best, immersing guests a strong IP with immense potential for in storied lands, rides and attractions. within their parks. and its pioneering rides, Rise of Millennium : the Resistance and Universal Studios North American parks Smugglers Run, have received accolades, were up 2.8% in 2019, with most of that including TEA Thea Awards. Disney’s growth due to strong performance at domestic park attendance numbers were Universal’s Islands of Adventure with the flat overall for 2019 compared to the new addition of Hagrid's Magical Creatures previous year which could be attributed Motorbike Adventure steel coaster (soon to the operator emphasizing its yield to receive a TEA Thea Award) within the strategy by prioritizing the quality of guest of . This experience and per caps. This operating popular IP continues to drive attendance model has emerged over the last decade and performance for Universal, which first and will likely serve operators well moving debuted the Wizarding World of Harry Potter forward, with respect to capacity limitations realm at Islands of Adventure in 2010 — in parks and the continued need to 10 years and still going strong. stay competitive. Universal Studios Florida continues to benefit from the Fast and the Furious franchise as well as more onsite capacity with the Aventura added in 2018.

26 Of course, the big new IP on the horizon for Attendance at Canada’s Wonderland this operator is Super World which increased 4.0%, due in part to additional will open first at , operating days for its new WinterFest event then within the massive, new Epic Universe and a new coaster Yukon Striker. Knott’s in Orlando and eventually at Universal Berry Farm also had a great year, with 3.0% Studios . growth, a new celebration and a revamped raft ride, Calico River Rapids. Regional Operators Cedar Fair reported the strongest increase among the domestic operators, with growth of 7.8% within its full portfolio, which now includes the New Braunfels and Schlitterbahn Galveston water parks CEDAR FAIR'S STRATEGY, AND (acquired mid-summer 2019). Outside the increase in overall attendance from RESULTING PERFORMANCE, the two new water parks, attendance at FORM A STRONG EXAMPLE FOR the operator’s legacy collection of parks INVESTING AND REINVESTING, increased 5.0%. WHETHER IN NEW PARKS, RIDES Cedar Fair's strategy, and resulting OR EXPERIENCES, TO DRIVE performance, form a strong example ATTENDANCE AND REVENUES. for investing and reinvesting, whether in new parks, rides or experiences, to drive attendance and revenues.

2.0%

Six Flags Great America,

Gurnee, IL, U.S., attendance growth 2018–19

Six Flags Great America, Gurnee, IL, U.S. © Six Flags Great America

27 Knott's Berry Farm, Buena Park, CA, U.S. 3.0% © Knott's Berry Farm

Knott's Berry Farm, Buena Park, CA, U.S., attendance growth 2018–19

In 2019, SeaWorld Parks and Entertainment was able to maintain the additional visits 4.0% secured in 2018, continuing its rebound after a series of challenging years leveraging Canada's Wonderland, new attractions, improved theming and IP. , Ontario, Canada, attendance Land was very well received at SeaWorld Orlando and the operator growth 2018–19 continues to employ this popular IP with the transition of Aquatica into a park, slated to open in 2021.

Six Flags reported steady growth, at 2.5%, which represents almost 800,000 new visits, helped by the new coaster at Six Flags Great America near . The operator acquired five new parks in 2018, which resulted in significantly increased attendance for their portfolio last year, and also continues to please guests with rides and experiences themed on DC Comics stories and characters.

Canada's Wonderland, Vaughan, Ontario, Canada © Canada's Wonderland

28 NORTH AMERICA Unfortunately, Dorian and a WATER PARKS: wetter than average summer overall led to slight declines in attendance. Outside RAIN OR RIDES? Florida, these mostly suburban water parks saw a relatively flat year in attendance, with a few exceptions. in had The top water parks in North America added another strong season with a 6.4% increase, nearly 200,000 visits in 2019, an increase of which they attribute to a wide range of 1.2% over 2018. factors, including better weather, continued success from the 2018 Otter Banks Orlando’s four water parks comprise nearly addition, and new marketing campaigns. half of our list’s total attendance, and with Typhoon in Katy also reported record relatively even market share, especially attendance for the second year in a row, as Universal’s Volcano Bay continues to with a 6.0% increase. Contributing factors stabilize within the competitive market. included a switch to dynamic pricing, There were no significant changes at enhanced marketing and better execution Disney’s Typhoon Lagoon and Blizzard overall — proof that strategies implemented Beach; SeaWorld’s Aquatica added the by the big operators can also benefit family-oriented KareKare Curl slide. regional markets and smaller parks.

6.0% Typhoon Texas, Katy, Texas, U.S., attendance growth 2018–19

Typhoon Texas, Katy, Texas, U.S. © Typhoon Texas

29 Other significant reinvestments in 2019 That said, there were some notable include USA’s Cutback increases at individual parks in 2019: Parque Water Coaster, Aquatica ’s Ihu's Xcaret in Cancun, saw an increase Breakaway Falls, Schlitterbahn Galveston’s of 4.0% and continues to gain market share Infinity Racers slides, Six Flags Hurricane after adding another hotel in 2018. Grupo Harbor Splashtown, ’s Wahoo Xcaret has an established record of high Wave six-story wave wall slide and Six quality and smart reinvestment and can now Flags Hurricane Harbor, Jackson’s new boast a fully integrated destination resort

100,000-gallon activity pool. at this location. Parque Mundo Petapa in Guatemala saw an attendance increase of 8.5%, likely due to positive market conditions and a new coaster, Relámpago.

THEME PARKS: Parque de la Costa in Argentina increased attendance by 10.5%, thanks to good UPS AND DOWNS weather, and an increase of domestic visitors. World in Brazil, which ranks #2 on the top 10 and saw attendance With visits totaling 15.7 million at the top 10 grow by 2.9%, also cited more domestic theme parks in Latin America and Mexico visitation and the positive economic in 2019, attendance overall is flat, showing recovery in Brazil during much of 2019. an increase of just 0.1 % over 2018. In this region, we continue to see three factors play Though their visitor numbers weren’t high a key role in the success of parks: politics, enough to make the Top 10 list this year, economics and safety — with positive and two other parks had notable increases. Hopi negative results. Hari in Brazil continues to make a comeback from safety and ownership issues, while also benefiting from market conditions, and had an attendance increase of 32.0% in 2019, an encouraging trend. Theme Park Xetulul in Guatemala had an attendance increase of 12.1%, creditable to the area’s WE CONTINUE TO SEE THREE improved infrastructure and growing FACTORS PLAY A KEY ROLE destination status. IN THE SUCCESS AT PARKS In , La Feria De had IN THIS REGION — POLITICS, previously ranked high in the top 10 before ECONOMICS AND SAFETY having its license revoked due to a fatal — WITH POSITIVE AND accident. At this writing, the property was closed and ripe for acquisition, with signs of NEGATIVE RESULTS. interest from major operators.

30 Parque de la Costa, Buenos Aires, Argentina 10.5% © Parque de la Costa

Parque de la Costa, Buenos Aires, Argentina, attendance growth 2018–19

8.5% Mundo Petapa, Guatemala City, Guatemala, attendance growth 2018–19

Mundo Petapa, Guatemala City, Guatemala © Mundo Petapa

31 LATIN AMERICA New to our list, Magic City Water Park in WATER PARKS: Suzano, Brazil reported strong growth due to new attractions and marketing efforts. MILESTONES AND Situated in the São Paulo regional market, Magic City offers guests a variety of slides SHIFTING IN THE RANKS and pools, including hot springs, in an integrated resort setting.

Year 2019 saw the top 10 water parks Thermas Water Park in São Pedro, Brazil in Latin America and Mexico pass the added 160,000 visits in 2019 and attributed 10 million mark in attendance for the first the growth to investments on multiple time — 10.2 million visits representing a fronts including the addition of a large, new 1.9% year-over-year increase. Much of it was playground area; marketing, infrastructure, driven by three parks, each achieving more new food and beverage options, and new than 30.0% growth over 2018 attendance. ticket windows, resulting in a significantly improved guest experience.

32.2%

Magic City Water Park, Suzano, Brazil, attendance growth 2018–19

Magic City Water Park, Suzano, Brazil © Magic City Water Park

32 Thermas dos Laranjais, Olimpia, Brazil 1.9m © Thermas dos Laranjais Thermas dos Laranjais, Olimpia, Brazil, attendance 2019

Chongqing © OCT

Hot Beach, in Olimpia, Brazil, moved up one On the down side, Piscilago, in Bogota, place on the top 10 chart, from #10 in 2018 Colombia suffered a substantial decrease to #9 in 2019, reflecting a 31.6% attendance of 11.5% in attendance for 2019, likely due jump with almost 150,00 additional visits. to economic factors. The economy was Hot Beach benefited from more domestic also cited by Thermas dos Laranjas in visitation, aided by an increase of hotel Olimpia, Brazil, which saw a 6.4% attendance rooms in the city, and economic conditions decrease in 2019 despite adding a new in Brazil bringing more international . slide complex — but kept its #1 position Following the trend of increasing visitation in on the chart. shoulder seasons and with events, the park added , Christmas, Easter and spring break to its 2019 operating calendar.

33 TOP 20 AMUSEMENT/THEME PARKS NORTH AMERICA

ONTARIO, CANADA 4.0m 13 1 PARK MIDWEST U.S. 20 14 10.4m NORTHEAST U.S. 3 PARKS 16 19 18 6.8m 2 PARKS

15 17 CALIFORNIA, U.S. 11 10 12 1 2 7 49.0m FLORIDA, U.S. 6 PARKS 9 8 88.9m 6 8 PARKS 3 5 4

KEY GROWTH Top 20 parks North America 10 Top 25 parks worldwide Circles represent size of attendance at ranked parks at 5 the geography indicated. Slices within circles represent proportion < 0% 0%–4.9% 5%–9.9% 10%+ 0 of attendance at the geography from the ranked park indicated by number. Shading indicates -5 attendance growth at the ranked 2010–11 2011–12 2012–13 2013–14 2014–15 2015–16 2016–17 2017–18 2018–19 park versus all other ranked parks. 2.9% 3.6% 2.7% 2.2% 5.9% 1.2% 2.3% 4.0% 1.0%

34 © 2020 TEA / AECOM RANK PARK LOCATION % CHANGE ATTENDANCE 2019 ATTENDANCE 2018 1 THEME PARK AT RESORT, LAKE BUENA VISTA, FL, U.S. 0.5% 20,963,000 20,859,000 2 , ANAHEIM, CA, U.S. 0.0% 18,666,000 18,666,000 3 DISNEY'S ANIMAL KINGDOM AT WALT DISNEY WORLD, LAKE BUENA VISTA, FL, U.S. 1.0% 13,888,000 13,750,000 4 AT WALT DISNEY WORLD, LAKE BUENA VISTA, FL, U.S. 0.0% 12,444,000 12,444,000 5 DISNEY'S HOLLYWOOD STUDIOS AT WALT DISNEY WORLD, LAKE BUENA VISTA, FL, U.S. 2.0% 11,483,000 11,258,000 6 UNIVERSAL STUDIOS FLORIDA AT UNIVERSAL ORLANDO, FL, U.S. 2.0% 10,922,000 10,708,000 7 UNIVERSAL'S ISLANDS OF ADVENTURE AT UNIVERSAL ORLANDO, FL, U.S. 6.0% 10,375,000 9,788,000 8 DISNEY CALIFORNIA ADVENTURE PARK, ANAHEIM, CA, U.S. 0.0% 9,861,000 9,861,000 9 UNIVERSAL STUDIOS HOLLYWOOD, UNIVERSAL CITY, CA, U.S. 0.0% 9,147,000 9,147,000 10 SEAWORLD ORLANDO, ORLANDO, FL U.S. 1.0% 4,640,000 4,594,000 11 KNOTT'S BERRY FARM, BUENA PARK, CA U.S. 3.0% 4,238,000 4,115,000 12 TAMPA BAY, TAMPA, FL U.S. 1.0% 4,180,000 4,139,000 13 CANADA'S WONDERLAND, MAPLE, ONTARIO, CANADA 4.0% 3,950,000 3,798,000 14 CEDAR POINT, SANDUSKY, OH, U.S. 1.5% 3,731,000 3,676,000 15 , VALENCIA, CA, U.S. 0.5% 3,610,000 3,592,000 16 , KINGS ISLAND, OH, U.S. 1.0% 3,521,000 3,486,000 17 SEAWORLD SAN DIEGO, SAN DIEGO, CA, U.S. -8.1% 3,485,000 3,793,000* 18 SIX FLAGS GREAT ADVENTURE, JACKSON, NJ, U.S. 1.5% 3,451,000 3,400,000 19 , HERSHEY, PA, U.S. 0.5% 3,384,000 3,367,000 20 SIX FLAGS GREAT AMERICA, GURNEE, IL, U.S. 2.0% 3,169,000 3,107,000 TOP 20 TOTAL ATTENDANCE 2019 159,108,000 157,548,000 TOP 20 ATTENDANCE GROWTH 2018–19 1.0% 159,108,000 157,478,000

© 2019 TEA / AECOM

* Adjustment versus the figure we published in last year’s report

1.0% 159.1m 157.5m Top 20 amusement/theme Top 20 amusement/theme Top 20 amusement/theme parks North America parks North America parks North America attendance 2019 attendance 2018 attendance growth 2018–19

© 2020 TEA / AECOM 35 TOP 10 AMUSEMENT/THEME PARKS LATIN AMERICA

MEXICO 6 7.2m 5 1 4 PARKS 3

GUATEMALA 1.3m 4 COLOMBIA 1 PARK 9 7 2.2m 2 PARKS

BRAZIL 2 2.2m 1 PARK 1.1m 8 1 PARK ARGENTINA 10 1.0m 1 PARK

KEY GROWTH Top 10 parks Latin America 10 Top 25 parks worldwide Circles represent size of attendance at ranked parks at 5 the geography indicated. Slices within circles represent proportion < 0% 0%–4.9% 5%–9.9% 10%+ 0 of attendance at the geography from the ranked park indicated by number. Shading indicates -5 attendance growth at the ranked 2010–11 2011–12 2012–13 2013–14 2014–15 2015–16 2016–17 2017–18 2018–19 park versus all other ranked parks. 0.7% 2.6% 3.8% 6.0% 1.0% 0.7% -2.2% 4.2% 0.1%

36 © 2020 TEA / AECOM RANK PARK LOCATION % CHANGE ATTENDANCE 2019 ATTENDANCE 2018 1 SIX FLAGS MEXICO, MEXICO CITY, MEXICO 0.5% 2,803,000 2,789,000 2 , , BRAZIL 1.9% 2,241,000 2,200,000 3 PARQUE XCARET, CANCUN, MEXICO 4.0% 1,960,000 1,885,000 4 MUNDO PETAPA, GUATEMALA CITY, GUATEMALA 8.5% 1,330,000 1,226,000 5 , MEXICO CITY, MEXICO -18.0% 1,306,000 1,593,000 6 PLAZA DE SESAMO, MONTERREY, MEXICO -1.0% 1,173,000 1,185,000 7 PARQUE MUNDO AVENTURA, BOGOTÁ, COLOMBIA -0.6% 1,151,000 1,158,000 8 FANTASIALANDIA, SANTIAGO, CHILE 0.0% 1,100,000 1,100,000 9 THEME PARQUE NACIONAL DEL CAFÉ, QUINDIO, COLOMBIA 1.5% 1,043,000 1,028,000 10 PARQUE DE LA COSTA, BUENOS AIRES, ARGENTINA 10.5% 968,000 876,000 TOP 10 TOTAL ATTENDANCE 2019 15,075,000 15,040,000 TOP 10 ATTENDANCE GROWTH 2018–19 0.1% 15,075,000 15,064,000

© 2020 TEA / AECOM

* Adjustment versus the figure we published in last year’s report

0.1% 15.1m 15.0m Top 10 amusement/theme Top 10 amusement/theme parks Top 10 amusement/theme parks dance Latin America attendance 2019 Latin America attendance 2018 parks Latin America atten growth 2018–19

© 2020 TEA / AECOM 37 TOP 20 WATER PARKS NORTH AMERICA

NORTHEAST U.S. 18 10 MIDWEST U.S. 13 1.5m 3 PARKS 0.9m 20 16 2 PARKS SOUTHWEST U.S. 19 SOUTHERN U.S. 17 6 0.4m 12 1.7m 1 PARK 3 PARKS TEXAS, U.S. 15 5 3.7m 14 6 PARKS 11 9 8 7 4 1 FLORIDA, U.S. 8.2m 5 PARKS 3 2

KEY GROWTH Top 20 water parks North America 10 Top 20 water parks worldwide Circles represent size of attendance at ranked parks at 5 the geography indicated. Slices within circles represent proportion < 0% 0%–4.9% 5%–9.9% 10%+ 0 of attendance at the geography from the ranked park indicated by number. Shading indicates -5 attendance growth at the ranked 2010–11 2011–12 2012–13 2013–14 2014–15 2015–16 2016–17 2017–18 2018–19 park versus all other ranked parks. 0.1% 2.2% -2.3% 1.6% 4.3% -0.7% -2.9% 5.8% 1.2%

38 © 2020 TEA / AECOM 2018–19 growth attendance America North parks Top water 20 1.2 /AECOM © 2020TEA 1 2 3 4 5 6 7 8 9 10 11 12 13 14 16 15 17 18 19 20 * Adjustment versus thefigure we publishedinlast year’s report © 2020 TEA /AECOM © 2020 TEA O 0ATNAC RWH21–912 1,2,0 16,237,000 16,425,000 1.2% 2018–19 GROWTH 20ATTENDANCE TOP 2019 ATTENDANCE 20TOTAL TOP RANK TYPHOON LAGOON AT DISNEY WORLD, WORLD, AT DISNEY LAGOON TYPHOON BLIZZARD BEACH AT DISNEY WORLD, WORLD, AT DISNEY BEACH BLIZZARD UNIVERSAL'S BAY, VOLCANO AQUATICA, AQUATICA, SCHLITTERBAHN, SCHLITTERBAHN, WATER COUNTRY USA, USA, WATER COUNTRY ADVENTURE ISLAND, ISLAND, ADVENTURE AQUATICA SAN ANTONIO, ANTONIO, SAN AQUATICA SCHLITTERBAHN, SCHLITTERBAHN, , SPLASH, SPLISH SIX FLAGS-HURRICANE HARBOR, HARBOR, FLAGS-HURRICANE SIX , WATER ATLANTA, WHITE FLAGS SIX SIX FLAGS HURRICANE HARBOR, HARBOR, HURRICANE FLAGS SIX TYPHOON TEXAS, TEXAS, TYPHOON ZOOMBEZI BAY,ZOOMBEZI SPLASHTOWN, HARBOR HURRICANE FLAGS SIX SIX FLAGS HURRICANE HARBOR PHOENIX, PHOENIX, HARBOR HURRICANE FLAGS SIX CAMELBEACH, CAMELBEACH, 'S SPLASH COUNTRY, COUNTRY, SPLASH DOLLYWOOD'S , SHORES, POINT CEDAR

% PARK LOCATION ORLANDO, FL, U.S. FL, ORLANDO, TANNERSVILLE, PA, U.S. PA, TANNERSVILLE, POWELL, OH, U.S. OH, POWELL, CALVERTON NY, U.S. CALVERTON NEW BRAUNFELS, TX, U.S. TX, BRAUNFELS, NEW GALVESTON, TX, U.S. TX, GALVESTON, KATY, TX, U.S. TX, KATY, TAMPA, FL, U.S. TAMPA, FL, WILLIAMSBURG, VA, U.S. VA, WILLIAMSBURG, SANDUSKY, OH, U.S. OH, SANDUSKY, SAN ANTONIO, TX, U.S. TX, ANTONIO, SAN ORLANDO, FL, U.S. FL, ORLANDO, JACKSON, NJ, U.S. NJ, JACKSON, ARLINGTON, TX, U.S. TX, ARLINGTON, PIGEON FORGE, TN, U.S. TN, FORGE, PIGEON MARIETTA, GA, U.S. GA, MARIETTA, ORLANDO, FL, U.S. FL, ORLANDO, ORLANDO, FL, U.S. FL, ORLANDO, America attendance 2019 North parks Top water 20 16.4m GLENDALE, AZ, U.S. AZ, GLENDALE, SPRING, TX, U.S TX, SPRING, . 0.0% 475,000 475,000 0.0% . America attendance 2018 North parks Top water 20 16.2m -2.0% 996,000 996,000 -2.0% -0.9% 526,000 526,000 -0.9% 20 441,000 -2.0% -0.9% 433,000 433,000 -0.9% -1.0% 2,248,000 2,248,000 -1.0% 10 1,983,000 -1.0% 15 1,533,000 -1.5% -1.9% 656,000 656,000 -1.9% .%1,811,000 5.0% .%651,000 0.9% 0.6% 542,000 542,000 0.6% 0.9% 538,000 538,000 0.9% 6.0% 478,000 478,000 6.0% 6.4% 466,000 466,000 6.4% .%439,000 0.5% 1.0% 736,000 736,000 1.0% .%567,000 1.4% 1.5% 482,000 482,000 1.5% 1.0% 424,000 424,000 1.0% % CHANGE 16,425,000 16,425,000

ATTENDANCE 2019 16,359,000 2,003,000 2,003,000 2,271,000 1,725,000 1,556,000 1,016,000 475,000* 475,000* 450,000* 450,000* 645,000 645,000 475,000 475,000 533,000 438,000 438,000 420,000 420,000 531,000 451,000 729,000 669,000 559,000 539,000 437,000 437,000 ATTENDANCE 2018 39 TOP 10 WATER PARKS LATIN AMERICA

BAHAMAS 2 1.8m 1 PARK MEXICO 0.5m 10 1 PARK

GUATEMALA 0.9m 4 COLOMBIA 1 PARK 0.9m 6 1 PARK

9 8 1 BRAZIL 7 6.1m 5 3 6 PARKS

KEY GROWTH Top 10 water parks Latin America 10 Top 20 water parks worldwide Circles represent size of attendance at ranked parks at 5 the geography indicated. Slices within circles represent proportion < 0% 0%–4.9% 5%–9.9% 10%+ 0 of attendance at the geography from the ranked park indicated by number. Shading indicates -5 attendance growth at the ranked 2013–14 2014–15 2015–16 2016–17 2017–18 2018–19 park versus all other ranked parks. 5.7% 0.3% 3.4% 1.5% 0.6% 2.5%

40 © 2020 TEA / AECOM 2018–19 growth attendance America Latin parks Top 10 water 2.5 /AECOM © 2020TEA 1 2 3 4 5 6 7 8 9 10 © 2020 TEA /AECOM © 2020 TEA TOP 10 ATTENDANCE GROWTH GROWTH 10ATTENDANCE TOP 2019 ATTENDANCE 10TOTAL TOP RANK THERMAS DOS LARANJAIS, LARANJAIS, DOS THERMAS BAHAMAS AQUAVENTURE WATER PARK, WATER PARK, AQUAVENTURE BAHAMAS (NASSAU, NEW PROVIDENCE), BAHAMAS PROVIDENCE), NEW (NASSAU, HOT PARK RIO QUENTE, QUENTE, PARK RIO HOT PARQUE ACUATICO XOCOMIL, XOCOMIL, PARQUE ACUATICO BEACH PARK, PARK, BEACH PISCILAGO, PISCILAGO, MAGIC CITY WATER PARK, WATER PARK, CITY MAGIC THERMAS WATER PARK, WATER PARK, THERMAS HOT BEACH, BEACH, HOT PARQUE ACUATICO EL ROLLO, ELROLLO, PARQUE ACUATICO

% PARK LOCATION GIRARDOT (BOGOTA), COLOMBIA (BOGOTA), GIRARDOT , BRAZIL OLYMPIA, AQUIRAZ, BRAZIL AQUIRAZ, CALDAS NOVAS, BRAZIL CALDAS SÃ SUZANO, BRAZIL SUZANO, O PEDRO, BRAZIL O PEDRO, 081 2.5% 2018–19 OLIMPIA, BRAZIL OLIMPIA, SAN MARTÍN ZAPOTITLÁN, RETALHULEU, GUATEMALA RETALHULEU, ZAPOTITLÁN, MARTÍN SAN , MEXICO MORELOS, America attendance 2019 Latin parks Top 10 water 10.2m PARADISE ISLAND ISLAND PARADISE

10.0m America attendance 2018 Latin parks Top 10 water -11.5% 876,000 876,000 -11.5% 22 681,000 32.2% 33 641,000 33.3% 31.6% 608,000 608,000 31.6% 64 1,845,000 -6.4% -6.3% 890,000 890,000 -6.3% -0.9% 525,000 525,000 -0.9% 10 1,813,000 -1.0% .%1,469,000 2.1% 6.4% 894,000 894,000 6.4% % CHANGE 1,4,0 9,988,000 10,242,000 10,242,000 10,242,000

ATTENDANCE 2019 10,009,000 1,439,000* 1,971,000 1,831,000 840,000 840,000 462,000 462,000 950,000 990,000 990,000 515,000 515,000 530,000 530,000 481,000 ATTENDANCE 2018 41 % 8.4 Park, Safari Chimelong Guangzhou, China, growth attendance 2018–19

%

attendance growth 2018–19 1.6 20 Top amusement/theme parks Asia-Pacific 141.3m 20 Top amusement/theme parks Asia-Pacific attendance 2019 139.1m 20 Top amusement/theme parks Asia-Pacific attendance 2018

Executive Director – Economics, Asia-Pacific BETH CHANG BETH — Asia-Pacific Asia-Pacific Vice President – Economics, CHRIS YOSHII — ASIA-PACIFIC 42 CHINA’S REGIONAL AND GLOBAL TRAJECTORY

The visitor attractions sector in the Asia Pacific region overall showed attendance growth of 1.6% for calendar year 2019. The most dramatic increases were in China. Theme parks, water parks and park operators in China showed strong attendance growth across the board, with some dramatic shifts in rank, globally and regionally. —

Chimelong Ocean Kingdom, Hengqin, China © Chimelong Ocean Kingdom

43 1.1%

Changsha Fantawild Oriental Heritage, , China, attendance growth 2018–19

Zhengzhou Fantawild Adventure, , China © Fantawild

ASIA-PACIFIC THEME Chimelong turned the normally slow month PARKS: BIG NUMBERS of December into an attendance with a special promotion at Ocean Kingdom, allowing free admission to any child under China’s growth in the leisure sector is a story 1.5 meters (five feet) in height (similar to of supply and demand: a large population free admission for kids under age 12 in with increasing income and desire for travel the West). The park continues to expand, and leisure, across a large land mass with and in 2019 opened its new, 6,700-seat ever-better transportation infrastructure. Chimelong Theater, a circus show venue. These are ideal conditions for regional Its new Marine and hotel are parks and attractions to develop and for nearing completion. regional chains to expand. Helping drive significant jumps in market share in 2019 Looking at our chart of the Top 10 Theme were promotional programs that included Park Groups Worldwide, OCT Parks China special offers, school group admissions, and Fantawild Group both grew significantly th and special celebrations marking the 70 in 2019. Fantawild, which opened four new anniversary of the founding of Communist parks in 2019, achieved an attendance China, an important national . increase of nearly 20% representing about 8 million additional visits. With 9.4% In , Chimelong Ocean Kingdom attendance growth, OCT, already the largest ascended to the rank of top-attended theme park operator in China, rose in the theme park in China. Its 11.7 million visits ranks above Universal Parks and Resorts to in 2019 reflect an 8.4% increase from the be the third-largest in the world. prior year, coming in about 500,000 higher than , which saw a slight attendance drop as it focuses on implementing a yield strategy.

44 Fantawild adds new parks every year and in The show “Dancing Islands” at Fantawild 2019 its total grew to 29. The four new parks, Asian Legend Park received an IAAPA all with Chinese cultural or historical themes, Brass Award in 2019 for “Most Creative are Fantawild Oriental Heritage; Multimedia Spectacular.” This operator Fantawild Oriental Legend in ; focuses on serving regional Chinese Jiayugan Fantawild Silk Road Dreamland, in markets and smaller cities that draw on a province; and Changsha Fantawild base of 4-5 million population. The Fantawild Oriental heritage in province. New development model brings the entire Fantawild projects in development include industry chain to the region it serves with Traditional Park support by the local government. in Hangzhoue Bay; Boonie Bears Town in Linhai, ; and Xuzhou Fantawild Park in province.

CHINA’S GROWTH IN THE LEISURE SECTOR IS A STORY OF SUPPLY AND DEMAND: A LARGE POPULATION WITH INCREASING INCOME AND DESIRE FOR TRAVEL AND LEISURE.

11.2m

Shanghai Disneyland, Shanghai, China, attendance 2019

Shanghai Disneyland, Shanghai, China © Disney

45 Japan and Korea The state-owned OCT chain was one of many tourism and attraction operators in In Japan, theme park attendance numbers the country that built promotions around were relatively flat in 2019, with visitation the 70th anniversary of Communist China, tapering off as the year progressed, resulting in attendance jumps. OCT’s group although its two top-attended parks, attendance totals also expanded with the Tokyo Disneyland and Tokyo DisneySea, addition of numerous small attractions, part of , still head the including unique farm attractions with lower attendance list. Universal Studios Japan admission fees that drew families with small experienced a slight increase for the year. children. It should be noted that group operator totals include visits to any gated New at Tokyo Disney Resort: In July commercial attraction, excluding temporary 2019 Tokyo DisneySea opened the flying events and scenic spots. attraction Soaring: Fantastic Flight and the Song of Mirage show. DisneySea is undergoing expansion and in May 2019 broke ground on its eighth themed port, Fantasy Springs, a realm based on Disney films that will include a new hotel. Expansion has also been underway at Tokyo Disneyland with a new Beauty and the Beast attraction within a large-scale, entertainment and development.

14.5m

Universal Studios Japan, Osaka, Japan, attendance 2019

Universal Studios Japan, Osaka, Japan © Monkey Punch/TMS/NTV

46 12.9%

Everland, Seoul, South Korea, attendance growth 2018–19

Everland, Seoul, South Korea © Everland

Universal Studios Japan rolled out is part of Universal Cool Japan 2019, a series of rides, an extensive urban complex in Seoul that attractions and events immersing guests added the 1,821-foot-high Lotte World in anime and pop culture brands such as Tower in 2017, featuring the observation Detective Conan, , Sailor attraction Seoul Sky. Meanwhile, in , Moon, , Lotte World is developing a new family and ! resort, Lotte’s Magic Forest.

In Korea, overall park attendance was up and numbers were stable for 2019, showing recovery after a two-year slump caused primarily by a drop in tourism from Mainland China. In Seoul, Everland park posted some good results though still lower than its previous peak, and Lotte World remained flat.

Everland helped keep guests engaged in all weathers with New Year’s celebrations, followed by its Winter and Snow Safari. also includes the water park , two museums and hospitality.

47 6.0m

Lotte World, Seoul, South Korea, attendance 2019

Lotte World, Seoul, South Korea

Hong Kong Accolades in 2019 included experienced disruptions to being named “Most Popular Theme Park” tourism and discretionary spending due to at the 5th Ferris Awards of the China six months of social movement protests Association of Amusement Parks and in 2019. , although Attractions (CAAPA), which also named it started the year with robust attendance Timothy Ng, executive director, operations growth, ended the calendar year with total and entertainment as “China Amusement visits down 15.0%. Industry Pioneer.”

Ocean Park Hong Kong reported fiscal year Hong Kong Disneyland is undergoing a attendance (ending June 2019) was flat; its multi-year transformation and expansion reporting period did not reflect much impact that will include a new, immersive area from the social movement protests. themed on “” and a re-imagining of the castle. In 2019, Ocean Park offered a Summer Adventure Camp for children, opened the new Wild Twister thrill ride and introduced an innovative, VR free fall ride, The Abyss — VR Space Voyage.

48 Shift in travel patterns and looking Nonetheless 2020 is expected to show down the COVID road a record reduction in park attendance in Chinese tourists have been staying closer Asia. Looking beyond 2020, there is room to home, which is good for domestic for optimism and expectation that 2021 markets but has meant lost revenue to other and subsequent years will bring significant countries. The effects of COVID-19 were recovery in terms of attendance numbers, felt in China before the rest of the world, and as parks experiment with business and subsequently the first stages of recovery operations models. have been appearing there as well. At this writing in midyear 2020, numerous parks The development pipeline remains strong. In had already re-opened with restrictions and 2019, a dozen or more new parks opened in attendance caps, and domestic travel by air China. There are big attraction projects now and train were showing promising signs of in development or construction, including recovery. Operators are working to salvage a major project by Chimelong. what they can of the summer season, with Some projects will likely experience delays an emphasis on local markets. of a few months and up to a year. However, we see long-term, sustained growth in the attractions industry. There is continued interest on the part of government to support tourism and cultural projects that support and spur domestic consumption.

5.7m

Hong Kong Disneyland, Hong Kong SAR, attendance 2019

Hong Kong Disneyland, Hong Kong SAR © Disney

49 ASIA-PACIFIC There is a great deal of in water WATER PARKS: parks in Asia with more indoor parks in cooler climates, larger water parks UPS AND DOWNS integrating “dry” amusement elements, water parks as anchors to new township projects and resort style, tropical Overall, water park attendance in Asia water parks. was relatively flat for 2019, with half a China percent growth. Among the individual parks, attendance performance was all Chimelong Water Park in Guangzhou, China along the from flat to double- readily maintained its #1 position on our digit increases. table of the Top 20 Water Parks in Asia- Pacific, with a healthy 10.0% attendance The water park industry remains very vibrant increase in 2019. The park is part of the in Asia with many new properties of all sizes extensive Guangzhou Chimelong resort and locations opening in many different that also includes a theme park, countries. Water parks are attractive to and circus stadium. In 2018 Chimelong developers as they generally represent a Water Park was the first to install the unique lower investment and are quicker to design SlideWheel, which doubles as and and build compared to larger theme parks. centerpiece spectacle, and received a TEA Thea Award.

1.2m

Aquaventure Atlantis, Sanya, China, attendance 2019

Aquaventure Atlantis, Sanya, China © Atlantis Sanya

50 10.0%

Chimelong Water Park, Guangzhou, China, attendance growth 2018–19

Chimelong Water Park, Guangzhou, China © Chimelong

Aquaventure Atlantis in Sanya, China In Wuhan, Playa Maya Water Park enjoyed dramatically emerged onto the scene in a 12.0% attendance increase. The park is 2019. It is part of Atlantis Sanya, a high- located near Wuhan Happy Valley, a tourist end resort honored with multiple awards destination with a cluster of theme parks. from travel groups. Located in a popular, Playa Maya Water Park in likewise coastal area, the resort includes a 55-story showed a 4.2% attendance increase. Both hotel, water park and aquarium. In 2019, water parks benefited from the overall OCT the resort started selling water park tickets Group summertime festival promotions. independent of hotel stays, making it eligible for inclusion in our study.

The water park features extensive themed environments and landscaping, marquee water slides through aquarium tanks and action rivers. Its temperate location enables THE WATER PARK INDUSTRY it to do well year-round and achieve the REMAINS VERY VIBRANT 1.2 million attendance that landed it in the IN ASIA WITH MANY NEW #5 position on our Top 20 chart. PROPERTIES OF ALL SIZES AND LOCATIONS OPENING IN MANY DIFFERENT COUNTRIES.

51 Caribbean Bay, Seoul, South Korea 11.1% © Caribbean Bay Caribbean Bay, Seoul, South Korea, attendance growth 2018–19

Korea and Southeast Asia Looking at Southeast Asia: Two Sunway In South Korea, the water park markets parks in Malaysia are among the Top 20 showed mixed results for 2019, with some Water Parks in Asia-Pacific. Sunway Lagoon, parks showing strong increases while in Kuala Lumpur, experienced a 7.7% others declined. Caribbean Bay in Seoul, attendance decrease which dropped it one part of the Everland resort place to the #5 spot. In addition to water complex, experienced an 11.1% increase in attractions, Sunway Lagoon incorporates attendance. Caribbean Bay boasts what are dry amusement rides, wildlife exhibits, live said to be the world’s longest current pool shows and scary walk-through zones. In and largest combined . Everland Perak, Sunway’s Lost World of Tambun in general saw increased attendance to moved up from the #10 spot to #9 on our the resort based on strong marketing and Top 20 chart, with 1 million attendance for promotions. Woongjin Playdoci Waterdoci, 2019. Lost World of Tambun represents a in Bucheon, showed solid attendance sizable resort and entertainment complex growth of 4.2%. that has grown significantly over the years.

Ocean World, in Hongcheon, had an attendance decline of 15.3% in 2019. It is the largest water park (in terms of area) in the country and part of the Vivaldi Park resort which also includes a ski resort and other leisure options.

52 1.2%

Sunway Lagoon, Kuala Lumpur, Malaysia, attendance 2019

Sunway Lagoon, Kuala Lumpur, Malaysia © Sunway Lagoon

Hopes for a sustainable season At this writing, the water parks in Asia are beginning to open up for guests in 2020, WATER PARK VISITATION FOR albeit with capacity and other restrictions imposed due to the pandemic. Water park 2020 IS NOT EXPECTED TO BE AS visitation for 2020 is not expected to be as STRONG AS 2019 BUT OPERATORS strong as 2019 but operators are hopeful ARE HOPEFUL ABOUT CAPTURING about capturing sustainable levels of visits SUSTAINABLE LEVELS OF VISITS and revenue for the season. AND REVENUE FOR THE SEASON.

53 TOP 20 AMUSEMENT/THEME PARKS ASIA-PACIFIC

SOUTH KOREA 7 6 NORTHERN CHINA 12.6m 5.2m 2 PARKS 1 PARK JAPAN 53.0m CHINA 11 4 PARKS 3.6m 18 1 PARK 8 1 3 SOUTHERN CHINA 16 15 24.6m 4 2 4 PARKS 12

20 HONG KONG 19 EASTERN CHINA 5 11.4m 10 9 26.4m 2 PARKS 17 14 5 PARKS

SINGAPORE 13 4.5m 1 PARK

KEY GROWTH Top 20 parks Asia-Pacific 10 Top 25 parks worldwide Circles represent size of attendance at ranked parks at 5 the geography indicated. Slices within circles represent proportion < 0% 0%–4.9% 5%–9.9% 10%+ 0 of attendance at the geography from the ranked park indicated by number. Shading indicates -5 attendance growth at the ranked 2010–11 2011–12 2012–13 2013–14 2014–15 2015–16 2016–17 2017–18 2018–19 park versus all other ranked parks. 7.5% 5.8% 7.5% 4.9% 6.8% -2.8% 5.5% 3.6% 1.6%

54 © 2020 TEA / AECOM RANK PARK LOCATION % CHANGE ATTENDANCE 2019 ATTENDANCE 2018 1 TOKYO DISNEYLAND, TOKYO, JAPAN 0.0% 17,910,000 17,907,000 2 TOKYO DISNEYSEA, TOKYO, JAPAN 0.0% 14,650,000 14,651,000 3 UNIVERSAL STUDIOS JAPAN, OSAKA, JAPAN 1.4% 14,500,000 14,300,000 4 CHIMELONG OCEAN KINGDOM, HENGQIN, CHINA 8.4% 11,736,000 10,830,000 5 SHANGHAI DISNEYLAND, SHANGHAI, CHINA -5.0% 11,210,000 11,800,000 6 EVERLAND, SEOUL, SOUTH KOREA 12.9% 6,606,000 5,850,000 7 LOTTE WORLD, SEOUL, SOUTH KOREA -0.1% 5,953,000 5,960,000 8 NAGASHIMA SPA LAND, KUWANA, JAPAN 0.5% 5,950,000 5,920,000 9 OCEAN PARK, HONG KONG SAR -1.7% 5,700,000 5,800,000 10 HONG KONG DISNEYLAND, HONG KONG SAR -15.0% 5,695,000 6,700,000 11 OCT HAPPY VALLEY, BEIJING, CHINA 29.6% 5,160,000 3,980,000 12 CHIMELONG PARADISE, GUANGZHOU, CHINA 4.8% 4,905,000 4,680,000 13 UNIVERSAL STUDIOS SINGAPORE, SINGAPORE 2.3% 4,500,000 4,400,000 14 CHINA DINOSAUR PARK, CHANGZHOU, CHINA 8.0% 4,434,000 4,106,000 15 OCT , SHENZHEN, CHINA 0.0% 3,990,000 3,990,000 16 OCT HAPPY VALLEY, SHENZHEN, CHINA 1.8% 3,980,000 3,910,000 17 ZHENGZHOU FANTAWILD ADVENTURE, ZHENGZHOU, CHINA 1.1% 3,840,000 3,800,000 18 OCT HAPPY VALLEY, CHENGDU, CHINA 15.5% 3,580,000 3,100,000 19 NINGBO FANTAWILD ORIENTAL HERITAGE, NINGBO, CHINA -4.4% 3,575,000 3,740,000 20 OCT HAPPY VALLEY, SHANGHAI, CHINA 21.1% 3,390,000 2,800,000 TOP 20 TOTAL ATTENDANCE 2019 141,264,000 138,224,000 TOP 20 ATTENDANCE GROWTH 2018–19 1.6% 141,264,000 139,104,000

© 2020 TEA / AECOM * Adjustment versus the figure we published in last year’s report

1.6% 141.3m 139.1m

Top 20 amusement/theme parks Top 20 amusement/theme parks Top 20 amusement/theme parks attendance growth Asia-Pacific Asia-Pacific attendance 2019 Asia-Pacific attendance 2018 2018–19

© 2020 TEA / AECOM 55 TOP 20 WATER PARKS ASIA-PACIFIC

19 SOUTH KOREA 3 17 3.9m 8 4 PARKS

15 17 1 CHINA 13 JAPAN 14 11.2m 11 0.9m 9 PARKS 9 2 1 PARK 5 4 SINGAPORE 20 0.7m 1 PARK MALAYSIA 2.2m 9 5 INDONESIA 2 PARKS 16 12 1.7m 2 PARKS

AUSTRALIA 7 1.1m 1 PARK

KEY GROWTH Top 20 water parks Asia-Pacific 10 Top 20 water parks worldwide Circles represent size of attendance at ranked parks at 5 the geography indicated. Slices within circles represent proportion < 0% 0%–4.9% 5%–9.9% 10%+ 0 of attendance at the geography from the ranked park indicated by number. Shading indicates -5 attendance growth at the ranked 2010–11 2011–12 2012–13 2013–14 2014–15 2015–16 2016–17 2017–18 2018–19 park versus all other ranked parks. 10.3% 7.4% 6.0% 1.2% 1.0% 5.4% 2.7% 0.7% 0.5%

56 © 2020 TEA / AECOM Top 20 water parks Asia-Pacific Asia-Pacific parks Top water 20 0.5 /AECOM © 2020TEA 1 attendance growth 2018–19 growth attendance 2 3 4 5 7 8 9 11 12 13 14 15 16 17 19 20 * Adjustment versus thefigure we publishedinlast year’s report © 2020 TEA /AECOM © 2020 TEA O 0ATNAC RWH21–905 2,1,0 21,606,000 21,716,000 0.5% 2018–19 GROWTH 20ATTENDANCE TOP 2019 ATTENDANCE 20TOTAL TOP RANK CHIMELONG WATER PARK, WATERCHIMELONG PARK, WUHU FANTAWILD WUHU WATER PARK, CARIBBEAN BAY,CARIBBEAN PLAYA MAYA WATER PARK, AQUAVENTURE ATLANTIS, ATLANTIS, AQUAVENTURE SUNWAY LAGOON, SUNWAY LAGOON, WET 'N' WILD GOLDCOAST, 'N'WILD WET OCEAN WORLD, WORLD, OCEAN KAIFENG YINJI WATER PARK, YINJIWATER PARK, KAIFENG SUNWAY LOST WORLD OFTAMBUN, WORLD SUNWAY LOST PLAYA MAYA WATER PARK, ATLANTIS WATER ADVENTURE, WATER ADVENTURE, ATLANTIS ZHENGZHOU FANTAWILDZHENGZHOU WATER PARK, SUMMERLAND, FANTAWILD XIAMEN WATERPARK, THE JUNGLE WATER ADVENTURE, BOGOR, BOGOR, JUNGLE WATERTHE ADVENTURE, PLAYA MAYA WATER PARK, WOONGJIN PLAYDOCI WATERDOCI, PLAYDOCI WOONGJIN LOTTE WATER PARK, GIMHAE, GIMHAE, WATER PARK, LOTTE ADVENTURE COVE WATER PARK, WATER PARK, COVE ADVENTURE

% PARK LOCATION TOKYO, JAPAN TOKYO, HONGCHEON, SOUTH KOREA SOUTH HONGCHEON, SEOUL, SOUTH KOREA SOUTH SEOUL, KUALA LUMPUR, MALAYSIA LUMPUR, KUALA SANYA, CHINA SANYA, GOLD COAST, AUSTRALIA GOLDCOAST, SHANGHAI, CHINA SHANGHAI, GUANGZHOU, CHINA GUANGZHOU, TIANJIN, CHINA TIANJIN, WUHAN, CHINA WUHAN, KAIFENG, CHINA KAIFENG, SOUTH KOREA SOUTH JAKARTA, INDONESIA JAKARTA, SINGAPORE WUHU, CHINA WUHU, XIAMEN, CHINA XIAMEN, BUCHEON, SOUTH KOREA SOUTH BUCHEON, PERAK, MALAYSIA PERAK, Asia-Pacific attendance 2019 parks Top water 20 21.7m ZHENGZHOU, CHINA ZHENGZHOU, WEST JAVA, INDONESIA JAVA, INDONESIA WEST 1.4% 710,000 710,000 1.4% Asia-Pacific attendance 2018 parks Top water 20 21.6m 0.%1,200,000 100.0% 1.%1,071,000 -15.3% 10.0% 3,014,000 3,014,000 10.0% 20 1,210,000 12.0% 11 1,333,000 11.1% 09 1,348,000 -0.9% -2.0% 970,000 970,000 -2.0% -0.5% 905,000 905,000 -0.5% -0.5% 740,000 740,000 -0.5% 77 1,200,000 -7.7% 4.2% 750,000 750,000 4.2% 4.2% 750,000 750,000 4.2% .%1,120,000 0.0% .%1,000,000 0.0% .%1,000,000 0.0% 0.3% 910,000 910,000 0.3% 5.9% 868,000 868,000 5.9% 0.6% 832,000 832,000 0.6% 0.3% 785,000 785,000 0.3% % CHANGE 21,716,000

ATTENDANCE 2019 20,785,000 20,785,000 1,000,000* 2,740,000 2,740,000 1,264,000 1,360,000 1,200,000 1,080,000 1,300,000 1,120,000 1,000,000 600,000 600,000 744,000 744,000 990,000 990,000 910,000 910,000 820,000 820,000 720,000 720,000 720,000 720,000 783,000 700,000 700,000 907,000 827,000 ATTENDANCE 2018 57 % 2.7 Futuroscope, France, Jaunay-Clan, growth attendance 2018–19

% -1.3 20 amusement/Top theme parks EMEA attendance growth 2018–19 64.5m 20 amusement/Top theme parks EMEA attendance 2019 65.4m 20 amusement/Top theme parks EMEA attendance 2018

Associate – Economics, Asia-Pacific and EMEA — JODIE LOCK JODIE EMEA 58 EMEA THEME PARKS: STABILITY IN REVENUE AND ATTENDANCE FOR 2019 The region’s 20 top-attended theme parks in 2019 demonstrated a stable picture across the EMEA region. Of these 20, the vast majority experienced increased attendance, and there were few shifts in position from the prior year. —

For those parks exhibiting growth in visitation, this was primarily driven by operators reinvesting to give guests a reason to visit and return in the form of new rides and attractions, new , and special events and celebrations, backed by strong marketing.

Futuroscope, Jaunay-Clan, France © Futuroscope

59 Attendance to remained relatively stable in 2019 with the attraction holding its position as the top-attended OPERATORS DROVE GROWTH theme park in the region. Europa-Park (Germany) and Efteling (Belgium) likewise BY REINVESTING IN AND held fairly steady; the former added its MARKETING NEW RIDES AND new Rulantica water park late in the season ATTRACTIONS, HOSPITALITY and will likely show the benefits of added attendance in future numbers. AND SPECIAL EVENTS.

It was a special year for Parc Astérix th (France), which celebrated its 30 anniversary in 2019 and rose four places to the #10 spot on our Top 20 chart. The park’s attendance increase of 7.0% was accompanied by a revenue increase of 13.0%. The park extended its operating season with its first Christmas festival and launched its new Gallic Parade, with special promotions through the year.

9.7m

Disneyland Park at Disneyland Paris, Marne-La-Vallee, France, attendance 2019

Disneyland Paris, Disneyland park, France © Disneyland

60 5.8m

Europa-Park, Rust, Germany, attendance 2019

Europa-Park, Rust, Germany © Europa-Park

Other, new enhancements to the park Attendance grew 3.7% at PortAventura included the 4D attraction “Attention (Spain) which drew 3,750,000 visits and was Menhir!” and a magic show. In 2020, the named Europe’s Best Amusement Park park also added the new hotel Les Quais by worldofparks.eu. In 2019, the park also de Lutece. added the Sesame Street: Street Mission interactive . PortAventura is one of Gardens () showed a cluster of three successful, gated parks an attendance decrease of 5.5% for within PortAventura World resort, which also 2019; visitation to this outdoor-oriented includes Ferrari Land and Caribe Aquatic property was likely impacted by ’s Park. Multi-park and hotel bundling have record rainfall that year, which shortened helped ensure that visitation to all three the operating season. Tivoli has been parks has increased year over year. developing a strategy to continue adding more indoor elements in the future.

Liseberg () saw a slight drop in attendance (3.4%) but reported increases in revenue and profitability. The park began charging admission for certain events in 2019 that had previously been free.

61 2.7%

PortAventura, , Spain, attendance growth 2018–19

PortAventura, Salou, Spain © PortAventura

1.4%

Alton Towers, , U.K., attendance growth 2018–19

Stargazing Pods, , Staffordshire, U.K. © Merlin Entertainment Group

62 2.2m 5.4% Legoland Billund, Parque Warner, Madrid, Spain, Denmark, attendance 2019 attendance growth 2018–19

Parque Warner, Madrid, Spain Legoland Billund, Billund, Denmark © Merlin Entertainment Group © Parque Warner

A sixth hotel, Colorado Creek, a four-star The summer heatwave and transportation accommodation, was added in June 2019, strikes in France did not impair visitation bringing the total number of rooms to 2,200. numbers at Futuroscope, with the park PortAventura World also caters to business ending its season on a high with 1.9 million travelers and recently expanded its attendance. This is an increase of 50,000 convention center. Its new hotel is carbon- visits. Factors included a huge uptick in neutral and one of several ways in which the family attendance, rising from 65.0% of resort has set an example of sustainability visitation to 80.0% and attributed to the and environmental awareness. redesigned Futuropolis children’s area. The summer holidays were a particularly popular European operator time for the park, with attendance rising kept its ranking as the second largest theme 10.0% during August alone. park group in the world. Merlin continues to build up its theme park resort destinations, many of which rank in the top 20 in Europe. Merlin properties Legoland Billund, and Alton Towers each added a new hotel in 2019. Alton Towers also added stargazing pods.

63 EMEA WATER PARKS: Middle East and Africa STRONG GROWTH AT This section of the Theme Index covers Europe, the Middle East and Africa (EMEA); ESTABLISHED PARKS however, most of the properties that appear on these charts are in Europe. This is due to the study’s focus on top-attended theme Northern Europe and the UAE dominate the parks and water parks and the nature of list of 10 top-attended water parks in EMEA tourism from one region to another. for 2019 with few changes in rank from the previous year. Remaining on top, Therme On the continent of Africa, the larger cities Erding (Germany) had a strong summer such as Cape Town and Johannesburg are and a dramatic attendance increase the likeliest locations for attractions that of 23.3%. Success is due to numerous might one day appear on our charts. new attractions, summer events and entertainment and a broad mix of attractions As has happened in the Middle East, water from thrill rides to . Therme Erding’s parks might show up there first as they are success has influenced other facilities in popular in hot-weather regions and relatively Northern Europe. less expensive to develop. But in this region, theme parks are not the leading drivers of Aqualand Moravia (Czech Republic) also tourism. Africa’s unique tourism landscape recorded double-digit attendance growth is more oriented to nature and cultural in 2019, attributed to a strong reinvestment experiences than the parks and attractions and expansion program that includes that are the focus of this study. hospitality, conference facilities, dining/retail and water attractions. This facility began The Middle East has seen much attractions as an indoor park and has added many development and even mega-development, new outdoor features making the most of especially in Dubai and Abu Dhabi. (Saudi panoramic views. Arabia is an emerging player.) Some of the projects have been recognized with TEA Wild Wadi (Dubai) saw an attendance Thea Awards, most recently Warner Bros. increase of 2.8% but moved down one rank World Abu Dhabi. on the top 10 chart. Although tourism grew 5% in the UAE in 2019, the supply of parks still outpaces visitor demand.

ON THE CONTINENT OF AFRICA, THE LARGER CITIES SUCH AS CAPE TOWN AND JOHANNESBURG ARE THE LIKELIEST LOCATIONS FOR ATTRACTIONS THAT MIGHT ONE DAY APPEAR ON OUR CHARTS.

64 COVID-related shifts ahead However, these theme parks haven’t attained the attendance figures that would In light of decreased tourism, capacity caps earn them a place in our EMEA lists of top and other restrictions related to COVID-19, performers — at least, not yet — though parks will likely put new emphasis on some water parks have. revenue as a measure of success, but this will be complicated by economic recession. Looking ahead, Dubai Expo 2020 We can foresee changes in customer construction is well underway; the opening behavior, some of which may be long-term, date for this six-month world’s fair has and at least a year or two of reduction before been rescheduled to October 2021 due to the industry returns to 2019 numbers. COVID-19. SeaWorld Abu Dhabi is still on schedule for a 2022 opening on . Parks already open on Yas Island include Warner Bros. World, Yas and Ferrari World.

Warner Bros. WorldTM Abu Dhabi, Abu Dhabi, UAE TM © Warner Bros. World

65 TOP 20 AMUSEMENT/THEME PARKS EMEA SWEDEN 7 3.0m U.K. 1 PARK 20 9 8.2m 16 DENMARK 4 PARKS 13 15 5 6.5m 2 PARKS NETHERLANDS 3 16 5.3m FRANCE 11 1 PARK 21.5m 10 1 5 PARKS 4 18 GERMANY 18 2 11.2m 14 4 PARKS

8 12 6 SPAIN 2.9m 2.8m 1 PARK 2 PARKS

KEY GROWTH Top 20 parks EMEA 10 Top 25 parks worldwide Circles represent size of attendance at ranked parks at 5 the geography indicated. Slices within circles represent proportion < 0% 0%–4.9% 5%–9.9% 10%+ 0 of attendance at the geography from the ranked park indicated by number. Shading indicates -5 2010–11 2011–12 2012–13 2013–14 2014–15 2015–16 2016–17 2017–18 2018–19 attendance growth at the ranked park versus all other ranked parks. 2.8% -0.3% -0.1% 3.0% 2.8% -1.1% 3.4% 4.4% -1.3%

66 © 2020 TEA / AECOM 2018–19 growth attendance EMEA parks Top 20 amusement/theme -1.3 /AECOM © 2020TEA 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 18 20 * Adjustment versus thefigure we publishedinlast year’s report © 2020 TEA /AECOM © 2020 TEA O 0ATNAC RWH21–9-.%64,517,000 65,371,000 -1.3% 2018–19 GROWTH 20ATTENDANCE TOP 2019 ATTENDANCE 20TOTAL TOP RANK DISNEYLAND PARK AT DISNEYLAND PARIS, PARIS, PARK AT DISNEYLAND DISNEYLAND EUROPA-PARK, EUROPA-PARK, DE EFTELING, DE EFTELING, AT DISNEYLAND PARIS, PARK AT DISNEYLAND WALT STUDIOS DISNEY TIVOLI GARDENS, TIVOLI PORTAVENTURA, PORTAVENTURA, , LISEBERG, GARDALAND, GARDALAND, LEGOLAND WINDSOR, WINDSOR, LEGOLAND PARC ASTERIX, PARC ASTERIX, , DUFOU, PUY PARQUE WARNER, PARQUE WARNER, ALTON TOWERS, ALTON TOWERS, , PHANTASIALAND, LEGOLAND BILLUND, BILLUND, LEGOLAND , PARK, THORPE FUTUROSCOPE, FUTUROSCOPE, LEGOLAND DEUTSCHLAND, DEUTSCHLAND, LEGOLAND , HEIDE PARK, CHESSINGTON WORLD OFADVENTURES, WORLD CHESSINGTON PARK % LOCATION , SWEDEN GOTHENBURG, , FRANCE EPESSES, LES SOLTAU, GERMANY CASTELNUOVO DEL GARDA, ITALY DEL GARDA, CASTELNUOVO KAATSHEUVEL, NETHERLANDS KAATSHEUVEL, , U.K. CHERTSEY, RUST, GERMANY RUST, JAUNAY-CLAN, FRANCE JAUNAY-CLAN, PLAILLY, FRANCE STAFFORDSHIRE, U.K. STAFFORDSHIRE, SALOU, SPAIN SALOU, COPENHAGEN, DENMARK COPENHAGEN, BR MADRID, SPAIN MADRID, Ü BILLUND, DENMARK BILLUND, WINDSOR, U.K. WINDSOR, HL, GERMANY HL, GÜNZBURG, GERMANY GERMANY parks EMEA attendance 2019 parks EMEA Top 20 amusement/theme 64.5m CHESSINGTON, U.K. CHESSINGTON, MARNE-LA-VALLEE, FRANCE MARNE-LA-VALLEE, MARNE-LA-VALLEE, FRANCE MARNE-LA-VALLEE, parks EMEA attendance 2018 parks EMEA Top 20 amusement/theme 65.4m 55 4,581,000 -5.5% -3.4% 2,950,000 2,950,000 -3.4% 10 9,745,000 -1.0% -1.7% 5,260,000 5,260,000 -1.7% -1.0% 5,245,000 5,245,000 -1.0% 0.5% 5,750,000 5,750,000 0.5% 2.7% 3,750,000 3,750,000 2.7% 0.7% 2,920,000 2,920,000 0.7% 5.0% 2,430,000 2,430,000 5.0% 2.2% 2,232,000 2,232,000 2.2% 0.1% 2,308,000 2,308,000 0.1% 2.5% 2,050,000 2,050,000 2.5% .%1,900,000 2.7% 1,950,000 5.4% .%1,700,000 2.4% .%1,700,000 3.0% 1.4% 2,130,000 2,130,000 1.4% .%1,900,000 1.1% .%1,690,000 1.2% 7.0% 2,326,000 2,326,000 7.0% % CHANGE 64,517,000

ATTENDANCE 2019 64,305,000 64,305,000 5,350,000* 5,350,000* 2,305,000* 2,305,000* 1,850,000* 1,650,000* 4,850,000 4,850,000 2,174,000 2,174,000 5,720,000 5,720,000 2,900,000 2,900,000 5,298,000 2,315,000 2,315,000 2,185,000 2,185,000 3,650,000 2,100,000 2,100,000 3,055,000 2,000,000 2,000,000 1,880,000 9,843,000 1,850,000 1,660,000 1,670,000 ATTENDANCE 2018 67 TOP 10 WATER PARKS EMEA

DENMARK 10 0.7m NETHERLANDS 8 GERMANY 7 1 PARK 0.8m 1 3.8m 1 PARK 4 3 PARK

CZECH REPUBLIC 6 3 CANARY ISLANDS, SPAIN 2.1m 2 PARK 5 1.2m 1 PARK U.A.E. 9 2 2.1m 2 PARKS

KEY GROWTH Top 10 water parks EMEA 10 Top 20 water parks worldwide Circles represent size of attendance at ranked parks at 5 the geography indicated. Slices within circles represent proportion < 0% 0%–4.9% 5%–9.9% 10%+ 0 of attendance at the geography from the ranked park indicated by number. Shading indicates -5 attendance growth at the ranked 2014–15 2015–16 2016–17 2017–18 2018–19 park versus all other ranked parks. 5.5% 3.7% 3.2% 6.7% 4.0%

68 © 2020 TEA / AECOM attendance growth 2018–19 growth attendance EMEA parks Top 10 water 4.0 /AECOM © 2020TEA 3 2 1 8 7 6 5 4 10 9 * Adjustment versus thefigure we publishedinlast year’s report © 2020 TEA /AECOM © 2020 TEA O 0ATNAC RWH21–940 10,689,000 10,275,000 4.0% 2018–19 GROWTH 10ATTENDANCE TOP 2019 ATTENDANCE 10TOTAL TOP RANK AQUAPALACE, AQUAPALACE, WATER PARK, AQUAVENTURE ERDING, THERME SIAM PARK, PARK, SIAM ISLANDS, TROPICAL NETTEBAD, NETTEBAD, DUINRELL, POOL, TIKI MORAVIA, AQUALAND LALANDIA, LALANDIA, WADI, WILD

% PARK LOCATION BILLUND, DENMARK BILLUND, OSNABRÜCK, GERMANY OSNABRÜCK, DUBAI, U.A.E. DUBAI, SANTA CRUZ DE TENERIFE, SPAIN DE TENERIFE, CRUZ SANTA PRAGUE, CZECH REPUBLIC CZECH PRAGUE, ERDING, GERMANY ERDING, KRAUSNICK, GERMANY KRAUSNICK, THE NETHERLANDS THE PASOHLÁVKY, CZECH REPUBLIC CZECH PASOHLÁVKY, DUBAI, U.A.E. DUBAI, EMEA attendance 2019 parks Top 10 water 10.7m EMEA attendance 2018 parks Top 10 water 10.3m 33 1,850,000 23.3% 11.9% 806,000 806,000 11.9% 54 1,322,000 -5.4% 08 1,200,000 -0.8% -0.3% 756,000 756,000 -0.3% .%1,233,000 2.8% 2.8% 740,000 740,000 2.8% 0.0% 800,000 800,000 0.0% 1,300,000 0.9% 0.0% 682,000 682,000 0.0% % CHANGE 10,689,000

ATTENDANCE 2019 10,275,000 10,275,000 1,500,000 1,210,000 1,200,000 1,288,000 1,397,000 682,000 682,000 800,000 800,000 720,000 720,000 720,000 758,000 ATTENDANCE 2018 69

% © Musée d'Orsay © Musée Musée d'Orsay, Paris, France Paris, d'Orsay, Musée 15.0 Paris, d'Orsay, Musée attendance France, 2018–19 growth , , % Sarah Sarah Beth Chang -2.4 20 museumsTop attendance growth worldwide 2018–19 105.5m 20 museumsTop worldwide attendance 2019 108.1m 20 museumsTop worldwide attendance 2018 Jodie Lock Jodie , Senior Associate – Associate , Senior

Executive Director – Economics, – Economics, Director Executive and Asia-Pacific Associate – Economics, Asia-Pacific Asia-Pacific – Economics, Associate and EMEA.

With contributions from With contributions from Linford Americas, Economics, LINDA CHEU – Economics, President Vice Americas — MUSEUMS 70 WORLDWIDE

The 20 most-visited museums in the world performed well and remained relatively stable in 2019, globally attracting some 105 million visits overall compared to 108 million in 2018. Asia’s top museums gained global market share and Europe’s manifested significant attendance growth, while in North America, visits to the top museums declined due to a variety of factors. —

There were two newcomers to the global top 20 in 2019 — Shanghai Science and Technology Museum in China and Musée d’Orsay in France. Special exhibitions continue to be primary drivers of attendance change in our lists and are an important way that the largest museums invest in the visitor experience to maintain market share and keep pace with population and tourism growth.

71 9.6m

Louvre, Paris, France, attendance 2019

Louvre, Paris, France

The size and character of the industry will MUSEUMS IN EMEA likely post-pandemic. Attendance declines for 2020 are inevitable, and recovery will take time. The museum The 20 top-attended museums in Europe industry is decentralized, with diversity in enjoyed a very strong year overall in markets, business models, and financial 2019, with 83.8 million visits reflecting an fitness, which will translate to varied increase of 4.5%, or 3.5 million additional resiliency in regard to COVID challenges. visits compared to the previous year. The However, the performance of museums vast majority of change in attendance was in 2019 demonstrates continued public driven by special exhibitions, with several enthusiasm for what museums have to offer museums posting double-digit increases and will serve as a baseline for evaluating in 2019. the impact of COVID-19 in next year’s report. Attendance to has stabilized once again after the civil unrest a few years ago, which had led to significant declines in 2017. In 2019, international tourism kept numbers high at most Paris museums despite some disruptions caused by “Yellow Vest” protests and transit strikes. Museums in Paris accounted for 16.5 million, close to 20.0%, of all EMEA museum visits.

72 Foreign tourists comprise 75.0% of visitors to the Musée du Louvre, which maintained its first-place ranking in Europe and the THE PERFORMANCE OF MUSEUMS IN world, with 9.6 million visits in 2019. While the number was down slightly from its 2019 DEMONSTRATES CONTINUED all-time high of 10.2 million in 2018, this PUBLIC ENTHUSIASM FOR WHAT was largely due to a new visitor flow MUSEUMS HAVE TO OFFER AND management program and online booking WILL SERVE AS A BASELINE FOR system that were strategically implemented to reduce overcrowding and improve the EVALUATING THE IMPACT OF guest experience. The system reduced COVID-19 IN NEXT YEAR’S REPORT. attendance by 20.0% during peak summer months, which had previously averaged 1 million visits per month.

The Louvre celebrated the 30th anniversary of its I.M. Pei-designed glass Pyramid entryway with special events and Saturday night openings. The major exhibition, “Leonardo da Vinci” was a huge domestic and international hit with record attendance. The Louvre also grew its online presence significantly in 2019, upping its Instagram following by 47.0% to 3.5 million.

3.3m , Paris, France, attendance 2019

Centre Pompidou, Paris, France

73 Markets Growth on Weibo was up by 75.0% to 30 million followers, demonstrating the Museums in and online popularity of the Louvre among demonstrated the ability of blockbuster the Chinese. exhibitions to attract local residents. Moscow’s State Tretyakov Gallery enjoyed Also in Paris, Musée d’Orsay drew record a major attendance rebound of 32.0% — attendance with nearly 3.7 million visits in much of it from local markets — thanks to 2019, up 15.0% with two popular, special the Ilya Repin exhibition which drew more exhibits, “Black Models: From Géricault than 600,000 visits. Also popular were to Matisse,” (500,000+ visits) and “Berthe retrospectives of Arkhip Kuindzhi and Morisot (413,000 visits). Cité des Sciences Vasily Polenov, and the museum’s update th et de l’Industrie also saw record numbers of its permanent exhibition galleries of 20 with 2.4 million visits in 2019, up 6.2% Century art. attributed to a broad range of events and , and despite La Géode, its giant screen theater dome, being closed for renovation. Centre Pompidou experienced a 7.9% drop in attendance due to construction that limited hours and access for part of the year.

17.4%

Rijksmuseum, Amsterdam, The Netherlands, attendance growth 2018–19

Rijksmuseum, Amsterdam, The Netherlands © Rijksmuseum

74 10.7% 13.5% Museo Nacional del Reina Sofía, Prado, Madrid, Spain, Madrid, Spain, growth 2018–19 growth 2018–19

Reina Sofía, Madrid, Spain Museo Nacional del Prado, Madrid, Spain © Reina Sofía

Amsterdam’s Rijksmuseum was another At Reina Sofía, where 2019 attendance double-digit performer with 17.4% increased nearly 14.0%, the free areas of attendance growth in 2019 drawn by the museum delivered the biggest boosts th exhibitions and events marking the 350 although special exhibitions (“The Poetics anniversary of Rembrandt’s death. 40.0% of of Democracy: Images and Counter-Images the visitors to the Rijksmuseum are local and from the Spanish Transition” and “Charles 60.0% are international. Ray: Four Patterns”) also proved popular, and admissions revenues rose 3.0%. Double-digit attendance increases were also seen at top art museums in Madrid in 2019. Museo Nacional del Prado experienced nearly 11.0% growth, attributable to free admission over a three- day period celebrating the 200th anniversary of its founding. The peak day during this period was Easter Saturday with 14,300 visits, versus a daily average of 8,800. Engagement on Instagram also increased, with a 65.0% bump in followers.

75 Africa and Middle East Museums in London generally recorded steady growth in 2019. The strongest Museums in Africa and the Middle East performer was the British Museum, with a have not yet reached attendance levels that nearly 7.0% increase in attendance driven bring them onto our charts, but we do watch by two major, special exhibitions. The development in these areas. Since opening Japanese Manga blockbuster generated in November 2017, the Louvre Abu Dhabi 1,900 visits per day on average for a total of has drawn an average of approximately 184,000 over three months. “Rembrandt: 1 million per year. A noteworthy new Thinking of Paper” was also a key driver, development in Africa is the 150,000 square accounting for nearly 327,000 visits over a foot Museum of Black Civilizations which six-month period. opened in November 2018 in Dakar, with major investment from China. Finally, highlighting the continued popularity of exhibits revolving around major international houses, “Christian Dior: Designer of Dreams” was a record breaker for special exhibition attendance at the Victoria & Albert Museum in London, with 595,000 visits to Dior alone, beating out the V&A’s previous attendance record of some 480,000 visits for the 2015 exhibition Alexander McQueen: Savage Beauty.”

5.8% British Museum, London, U.K., attendance growth 2018–2019

British Museum, London, U.K.

76 36.3%

Shanghai Science & Technology Museum, Shanghai, China, attendance growth 2018–19

Shanghai Science & Technology Museum, Shanghai, China

MUSEUMS IN ASIA Asia’s top museums saw increased global market share in 2019. Of the nearly 105.5 China continues to dominate the list of the million visits to the world’s top 20 museums most attended museums in Asia, as well in 2019, Asia museums accounted for more as the Asia museums represented on our than 25%, or 28.3 million visits. In 2018 that top 20 chart of the world’s most attended figure was 24.7 million out of 104.8 million. museums. Of the six museums in Asia that Visits to the top museums in Europe for the are on the top 20 chart, five are in China and same period were roughly twice Asia’s, at one is in Taiwan. The Shanghai Science and 57.2 million. Technology Museum joined the top 20 most Chinese Museums: attended global museums list, propelled by a 36% increase to 4.8 million visits. The Attendance ebbs and flows National Museum of China in Beijing kept its Among individual museums there was global position, second only to the Louvre considerable fluctuation in Asia’s top 20, but Paris, although attendance decreased the aggregate performance reflects overall by 14.2%. stability, with attendance totaling nearly 67.5 million in 2019 compared to 67.7 million the previous year.

77 Anji Branch of Zhejiang Museum of Natural History, Anji, China 13.1% © Zhejiang Museum of Natural History Zhejiang Museum of Natural History, Hangzhou, China, attendance growth 2018–19

Looking at our 2019 list of Asia’s top 20 Attendance increases in 2019 were museums, 12 of those 20 are museums in driven by a number of special exhibitions China, with several list newcomers including: and activities commemorating the 70th Xian Museum, Tianjin Natural History anniversary of the founding of Communist Museum, Shanghai Natural History Museum, China. The National Museum of China in Zhejiang Natural History Museum, and Beijing presented nine thematic exhibitions Provincial Museum. The National Taiwan spanning art, culture, history and politics Science Center was also new including “The Power of Truth: Marking to Asia’s top 20 museums in 2019. These the Bicentenary of the Birth of Karl Marx,” newcomers were propelled onto the chart “The Journey Back Home: An Exhibition of with growth between 13.0% and 47.0%. Chinese Artifacts Repatriated from Italy,” Several museums, both in China and in other and “The Splendor of Asia: An Exhibition of Asian countries, fell off the list as well, with Asian Civilizations.” the Asian top 20 having significantly more volatility compared to EMEA and North America. Given the large size of markets and sheer volume of museums in China, the impact of special exhibitions from year to year creates a high degree of fluctuation that will likely lead to more such rotation and volatility in the future.

78 Museums in China also became contributors to the nighttime economy in 2019 per encouragement from the central MUSEUMS IN CHINA ALSO government. Many extended operating hours to 9:00 pm with special events and BECAME CONTRIBUTORS TO activities. In future such events may develop THE “NIGHT-TIME ECONOMY” IN into significant attendance and revenue 2019 AS THE CHINESE CENTRAL generators for China's museums, as they GOVERNMENT INSTRUCTED have done in other geographies. MUSEUMS TO PARTICIPATE The use of timed ticketing systems led IN ENCOURAGING NIGHTTIME to some reductions in attendance. The LEISURE ACTIVITIES. systems, introduced by many museums with free attendance to regulate crowd flow, are an example of how operational measures affected numbers in 2019. Going forward, reservation systems will likely remain the rule as a safety measure due to the pandemic.

Hong Kong Museum of Art, Hong Kong © Hong Kong Museum of Art

79 MUSEUMS IN There have been multiple examples in 2019 of attendance estimates being affected by NORTH AMERICA operational issues as well as changes in visitor counting methods and systems. The 20 top-attended museums in North Washington, DC America saw an aggregate attendance decline of about 18.0% in 2019 compared With the exception of the National Museum to the previous year, with double-digit of African American History and Culture, decreases at several facilities. History where attendance grew 5.0%, in the United shows that these attendance swings at the States capital all Smithsonian museums top are primarily driven by the presence or experienced decreases in reported absence of blockbuster exhibitions, and attendance between 2018 and 2019. construction-related closures. In 2019 the factors also included changes to visitor Three of them — the National Museum counting methods. of Natural History, National Air and Space Museum and National Museum of American The process of estimating attendance History — transitioned from hand counters for museums, especially those with free to an automated system to estimate annual admission, is an issue that has been attendance. In addition, the National Air and identified in the Museum Index since we Space Museum commenced a major, multi- began to create this annual study in 2012. year renovation in late 2018.

Smithsonian American Art Museum, Washington DC, U.S. 2.0m © Smithsonian American Art Museum

Smithsonian American Art Museum, Washington DC, U.S., attendance 2019

80 6.8m The Metropolitan Museum of Art, New York, NY, U.S., attendance 2019

The Metropolitan Museum of Art, New York, NY, U.S. © The Metropolitan Museum of Art

New York Further complicating the figures, the Smithsonian American Art Museum and With nearly 6.8 million visits in 2019, the the National Portrait Gallery, which had Metropolitan Museum of Art is down 8.0%, previously been reported together as the but still retains its position as the most- Donald W. Reynold Center for American Art visited museum in North America and third and Portraiture, transitioned to reporting as most-visited in the world. The attendance two separate museums, and the Renwick decrease at the Met is another “low-after- Gallery, which was previously reported high” temporary exhibition story. The separately, is now included as part of “Heavenly Bodies: Fashion and the Catholic the Smithsonian American Art Museum Imagination” exhibition in 2018 had earned attendance number. the highest attendance of any special exhibition in the museum’s history with Aside from these reporting and operational close to 1.7 million visits. At the Museum changes, the Renwick’s “No Spectators: The of Modern Art, the 28.0% attendance Art of Burning Man” exhibition and Obama drop in 2019 is attributable to having been portrait exhibition at the National Portrait closed part of the year for expansion. Gallery drew record crowds and peak We’re keeping an eye on the new Statue attendance numbers in 2018, followed by a of Liberty Museum, which opened May decrease in 2019. 2019 and may find its way into the Top 20 before long.

81 Midwest and West In Chicago, the Museum of Science and Industry experienced a nearly 11.0% WHILE SOME MUSEUMS ARE attendance decrease in 2019, after the special exhibition, “The Science BEGINNING TO RE-OPEN WITH Behind Pixar” in 2018. Similarly, the NEW PROTOCOLS IN PLACE, California Science Center in Los Angeles OTHERS CONTINUE TO WORK experienced an attendance decrease THROUGH THE BUSINESS, of 13.0% in 2019, the year after great success with “King Tut: Treasures of the STAFFING, AND OPERATING Golden Pharaoh.” MEASURES THAT WILL ALLOW TRENDS AND A VIEW THEM TO SUCCESSFULLY DO SO. TO 2020

The events of 2020 have brought multiple, The tourism factor pressing issues to the museum world, beginning with simple survival. At this writing The top museums that appear on our charts in July 2020, many museum buildings are are primarily located in major destination still closed, facing enormous economic cities, where tourism numbers were and operational challenges. The UN cultural strong in 2019, and many rely on tourists agency stated on International Museum for at least 50.0% of attendance. But due Day (May 18, 2020) that nearly 90.0% of the to the global pandemic and recession, world’s museums had closed their doors, and tourism has declined significantly. During that close to 13.0% were in danger of never the Great Recession of 2008, museums re-opening. with a resident base benefited from the staycation trend, serving as substitute Economic viability and reopening products for more expensive vacations and Major factors across geographies driving entertainment options. attendance, such as the blockbuster Social experiences exhibition and social events, may not make economic sense nor be viable in the context In 2020 however, the current pandemic of reopening guidelines. raises special health concerns regarding indoor spaces. Some trends that have While some museums will continue to helped museums bring in new audiences re-open with new protocols in place, and revenue — such as lively evening social others will still need to work through the events featuring music, food, and curated business, staffing, and operating measures drinks; yoga meetups; food halls; immersive, to allow them to successfully do so. The in-person experiences; and Instagram extent to which individual museums are moments, have been put on hold given the able to remain viable during and after the need for social distancing. pandemic will depend on a number of factors, including revenue sources, size of endowment and/or operating reserves, building facility characteristics, outdoor programming opportunities, level of COVID in the community, government support, and building ownership, among others.

82 Adapting to serve the community Yet — using Asia as a model — based on how the sector recovered after the With online tools, museums can respond SARS epidemic of 2003, and observing more quickly to current issues and be an entertainment venues of all types now important and relevant part of community where COVID levels have declined and civic discourse. Recent discussions sufficiently to allow for cautious re- at the American Alliance of Museums openings, visitor behavior indicates virtual conference highlighted the call that there will be significant demand for for museums to serve their community in-person, social experiences once the with respect to equity and racial issues pandemic declines. that have come to the forefront recently. While museums were already viewed Like many industries, the growth of virtual as important sources of information on and online programming has accelerated scientific, historical, and cultural topics, rapidly among museums, with a diverse this role has intensified significantly in array of content drawing record numbers recent months. The provision of reliable of people to museum websites and social and credible perspectives and information media. While COVID has shuttered museum by museums against the backdrop of an buildings, it has expanded their markets and overwhelming amount of media is another audiences through online platforms. This trend accelerated by COVID. increased online presence has accelerated the trend that was already present of Museums have proven themselves as engaging visitors in content creation, resilient and able to adapt to meet the needs conversation and storytelling. of current and new audiences, as shown by new visitor experiences and programming developed in recent years. Museums have become places where communities come together, which will be needed more than MUSEUMS HAVE PROVEN ever post-pandemic. This year’s Museum Index, in addition to the data from the past THEMSELVES AS RESILIENT seven years during which we have tracked AND ABLE TO ADAPT TO MEET attendance and studied trends at the top THE NEEDS OF CURRENT AND museums in the world, will serve as an NEW AUDIENCES. important benchmark against which to measure the impact of COVID and track the pace of the industry's recovery.

83 NEW AND NOTABLE MUSEUMS 2019

1 8 2 3

15 10 14 5 18 7 4 9 13 19 20 6 11 17 12 21 16

1 MUSEUM, 8 POSTER HOUSE, , 15 MUZEUM SUSCH, SUSCH, NEW YORK CITY, U.S. NEW YORK 2 , NEW YORK CITY, U.S. 9 INTERNATIONAL SPY MUSEUM, 16 MUSEUM OF BLACK WASHINGTON D.C., U.S. CIVILISATIONS, DAKAR, 3 AMERICAN KENNEL CLUB SENEGAL MUSEUM OF THE DOG, NEW 10 BURKE MUSEUM, SEATTLE, YORK CITY, U.S. WASHINGTON, U.S. 17 TEAMLAB BORDERLESS SHANGHAI, SHANGHAI, CHINA 4 NATIONAL CHILDREN’S MUSEUM, 11 PETRA MUSEUM, WADI MUSA, WASHINGTON, D.C., U.S. JORDAN 18 NATIONAL MARITIME MUSEUM OF CHINA, TIANJIN, CHINA 5 MASCOT HALL OF FAME, 12 NATIONAL MUSEUM OF QATAR, WHITING, INDIANA, U.S. DOHA, QATAR 19 WEST BUND MUSEUM, SHANGHAI, CHINA 6 NORTON MUSEUM OF ART, WEST 13 MUŻA, THE MALTA NATIONAL PALM BEACH, FLORIDA, U.S. COMMUNITY ART MUSEUM, 20 MUSEUM TOKYO, JAPAN VALLETTA, MALTA 7 MUSEUM OF DREAM SPACE 21 K11 MUSEA, TSIN SHA TSUI, (MODS), LOS ANGELES, 14 LUMEN MUSEUM OF MOUNTAIN HONG KONG CALIFORNIA, U.S. PHOTOGRAPHY, MAREO, SOUTH TYROL, ITALY

84 NEW AND NOTABLE NORTH AMERICA MUSEUMS AND , New

EMERGING TRENDS York City The $70 million Statue of Liberty Museum opened in May 2019. The museum features Around the world there were many museum three galleries with cultural artifacts and openings in 2019, some of which provide multimedia displays telling the story of the a window into current trends and changes Statue of Liberty, its creation, and ideals. that move beyond traditional industry The museum includes the original torch models. Museums are leveraging their which was replaced in 1984. It is estimated brand power by expanding to multiple that 50% of Liberty Island visitors will visit locations, experiences, and venue types. the museum. Cultural experiences are being integrated The Shed, New York City into retail in partnership with museums. Collaborations between some of the Opened in April 2019, this new, 200,000 largest museums in the world and new square foot multi-use arts center includes museums have developed in satellite site two galleries with rotating exhibits, a 500- locations. Digital technology plays an ever- seat theater, and a concert hall. It opened increasing role. with Soundtrack of America, a five-night concert series celebrating the cultural impact of African American music.

The Shed. New York City, NY, U.S. © Timothy Schenck, courtesy The Shed

85

Mascot Hall of Fame, Whiting, IN, U.S. © Charlie Simotaikis Photography

American Kennel Club Museum of Other new museums or the Dog, New York City major museum expansion in The AKC Museum of the Dog moved back to North America: New York and opened in February 2019 after Mascot Hall of Fame, being in St. Louis for 32 years. The museum

features one of the largest collections of Whiting, Indiana canine-related artwork and allows visitors Museum dedicated to the history of to find their perfect dog at a photo kiosk that mascots, how mascots are made, and matches them to a dog breed. mascot memorabilia, where visitors can design their own mascots and launch virtual National Children’s Museum, t-shirt cannons. Grand-opened in April 2019. Washington, D.C. Norton Museum of Art, West Palm This new, 30,000 square foot museum Beach, Florida opened in November 2019 and includes large science exhibits, interactive stations, a $100 million renovation and expansion, 50-foot Dream Machine play structure, and opened in February 2019. Bikini Bottom, which houses an augmented Museum of Dream Space (MODS), reality SpongeBob SquarePants experience Los Angeles, California created by Nickelodeon. New digital art museum, opened in Beverly Hills in 2019 and anticipated to open two new locations in Hollywood and Las Vegas in 2020.

86 Poster House, New York City, ASIA

New York Snoopy Museum Tokyo, Japan Billed as the first museum in the US dedicated exclusively to posters, opened The Snoopy Museum Tokyo reopened in in June 2019. December 2019 as an expanded facility in a new location in Machida, Tokyo. It replaced International Spy Museum, the previous museum located in Roppongi. Washington D.C. The is an official satellite of New 140,000 square foot building with more the Charles M. Schultz Museum and has than double the amount of education and expanded to include a PEANUTS Café, a programming space, including 30.0% more workshop for making plush toys, children’s permanent exhibit area, opened May 2019. workshop, private library, special exhibitions, and museum store. Burke Museum, Seattle, Washington The expansion afforded by the museum's new 130,000 square foot building, opened in October 2019, has allowed it to showcase its large collection of , artifacts, and American Indian art.

Snoopy Museum Tokyo, Japan © Snoopy Museum Tokyo

87 teamLab Borderless Shanghai, National Maritime Museum of China, Shanghai, China Tianjin, China In November 2019, the teamLab art This nearly 900,000 square foot museum collective launched teamLab Borderless opened in May 2019 in Northern Shanghai, its second museum of digital art China. Designed by Australian firm Cox supporting immersive visitor interactivity Architecture, it has approximately 250,000 and featuring a series of themed galleries square feet of exhibit area, with each hall within a 70,000 square foot building. The dedicated to a different aspect of China’s new digital museum follows the success of marine heritage such as nature and ocean, MORI Building Digital Art Museum: teamLab world maritime civilization, Chinese marine Borderless, which opened in Tokyo in culture and historic vessels. 2018 and was honored in 2019 with a TEA Thea Award.

teamLab has a strong presence throughout Asia, in Japan, Singapore, China, and Taiwan, but also has current and future planned experiences in Europe, North America, and Australia. It is part of a burgeoning trend of immersive experiences that integrate digital technology and art, and its most well- known locations attract more than a million visitors annually.

Exhibition view of MORI Building Digital Art Museum: teamLab Borderless, 2018, Odaiba, Tokyo © teamLab

teamLab is represented by Pace Gallery

88 Petra Museum, Wadi Musa, Jordan © Charlie Simotaikis Photography

West Bund Museum, It includes the “K11 Artist Klub,” a Shanghai, China membership-based organization where The new West Bund Museum in Shanghai “artists and art lovers converge to interact and the Centre Pompidou in Paris have and build dialogues that boost the undertaken a five-year cultural exchange development and appreciation of art.” from 2019-2024 with a series of joint exhibitions highlighting selected art of EMEA Europe and China. The West Bund Museum, which officially opened November 8, 2019, Petra Museum, Wadi Musa, Jordan joins a stretch of museums along the Huangpu River in Xuhui district. The 270,000 Opened on World Heritage Day in April square-foot structure was designed by 2019 located next to the main entrance of British architect David Chipperfield. Petra Archeological Park, this new, 20,000 square foot museum has eight galleries K11 Musea, Tsin Sha Tsui, Hong Kong highlighting the lives of former inhabitants Opened in December 2019, K11 Musea is an and educating visitors about the importance anchor for a 10-year major redevelopment of conservation and cultural heritage. of Victoria Dockside in , Hong Kong. It includes 250 retailers, 70 destination restaurants, 40 artist installations, and numerous educational programs. The K11 brand has developed a hybrid cultural retail experience targeting millennials.

89 National Museum of Qatar, Doha, Qatar

National Museum of Qatar, MUŻA, The Malta National Community Art Museum, Doha, Qatar Valletta, Malta This new, 430,000 square-foot museum This museum opened at the end of 2018 opened in March 2019, replacing the Qatar and features a collection of over 20,000 National Museum. The architecture by Jean works of European art. It combines the art Nouvel was inspired by the desert rose with audiovisual presentations that allow crystal, designed around Sheikh Abdullah visitors to learn more about the artists’ lives bin Jassim Al Thani's Palace and integrates and inspirations. immersive video screens and dioramas. The history and culture of Qatar are interpreted Muzeum Susch, Susch, Switzerland through exhibits including thousands of This new contemporary art museum located artifacts along with immersive experiences. in the Swiss Alps was built in a 12th century monastery and brewery, with gallery spaces carved into the surrounding mountains. It was funded by Polish billionaire Grażyna Kulczyk and is intended to feature work of women and underrepresented artists.

90 Museum of Black Civilisations, Lumen Museum of Mountain Dakar, Senegal Photography, Mareo,

Opened at the end of 2018, this 150,000 South Tyrol, Italy square foot museum showcases scientific This new museum opened at the end of and cultural contributions of Africa. It 2018 with 20,000 square feet of galleries features exhibits that cover these topics featuring mountain photography through across geographies and history. There is the years by some of the most well-known currently gallery space that is not yet being mountain photographers internationally. It used, anticipated to house repatriated was opened by Reinhold Messner. A unique African artwork in the future. aspect of this museum is its location at the top of Mount Klonplatz, 7,000 feet above sea level.

Lumen Museum of Mountain Photography, Mareo, South Tyrol, Italy © Skirama Kronplatz

91 TOP 20 MUSEUMS NORTH AMERICA

CHICAGO, IL , CO 4.6m BOSTON, MA 1.5m 3 MUSEUMS 1.5m 1 MUSEUM 1 MUSEUM 19 13 16 17 15

10 NEW YORK, NY , CA 1 2 13.8m 1.3m 20 3 MUSEUMS 1 MUSEUM 11 LOS ANGELES, CA HOUSTON, TX 12 14 3 WASHINGTON, D.C. 3.6m 17 7 2.0m 8 2 MUSEUMS 1 MUSEUM 8 4 21.6m 6 5 8 MUSEUMS

KEY GROWTH Top 20 museums North America 10 Top 20 museums worldwide Circles represent size of 5 attendance at ranked parks at the geography indicated. Slices 0 within circles represent proportion -5 < 0% 0%–4.9% 5%–9.9% 10%+ of attendance at the geography -10 from the ranked museum indicated by number. Shading indicates -15 attendance growth at the 2012–13 2013–14 2014–15 2015–16 2016–17 2017–18 2018–19 ranked museum versus all other 1.6% -2.6% 2.6% 1.8% 1.0% -3.0% -13.2% ranked museums.

92 © 2020 TEA / AECOM RANK MUSEUM LOCATION % CHANGE ATTENDANCE 2019 ATTENDANCE 2018 FREE/PAID 1 THE METROPOLITAN MUSEUM OF ART, NEW YORK, NY, U.S. -8.0% 6,770,000 7,360,000 2 AMERICAN MUSEUM OF NATURAL HISTORY, NEW YORK, NY, U.S. 0.0% 5,000,000 5,000,000 3 NATIONAL MUSEUM OF NATURAL HISTORY, WASHINGTON, DC, U.S. -12.5% 4,200,000 4,800,000 4 NATIONAL GALLERY OF ART, WASHINGTON, DC, U.S. -7.5% 4,074,000 4,404,000 5 NATIONAL AIR AND SPACE MUSEUM, WASHINGTON, DC, U.S. -48.4% 3,200,000 6,200,000 6 NATIONAL MUSEUM OF AMERICAN HISTORY, WASHINGTON, DC, U.S. -31.7% 2,800,000 4,100,000* 7 CALIFORNIA SCIENCE CENTER, LOS ANGELES, CA, U.S. -12.7% 2,200,000 2,520,000 8 NATIONAL MUSEUM OF AFRICAN AMERICAN HISTORY AND CULTURE, 5.3% 2,000,000 1,900,000* WASHINGTON, DC, U.S. SMITHSONIAN AMERICAN ART MUSEUM (WITH THE RENWICK GALLERY), -36.5% 2,000,000 3,150,000* WASHINGTON DC, U.S. 10 THE , NEW YORK, NY, U.S. -28.2% 1,992,000 2,774,000 11 HOUSTON MUSEUM OF NATURAL SCIENCE, HOUSTON, TX, U.S. -14.7% 1,974,000 2,313,000 12 NATIONAL PORTRAIT GALLERY, WASHINGTON, DC, U.S. -26.1% 1,700,000 2,300,000* 13 THE ART INSTITUTE OF CHICAGO, CHICAGO, IL, U.S. 2.7% 1,666,000 1,622,000 14 U.S. HOLOCAUST MEMORIAL MUSEUM, WASHINGTON, DC, U.S. -3.0% 1,600,000 1,650,000 15 FIELD MUSEUM OF NATURAL HISTORY, CHICAGO, IL, U.S. -2.0% 1,494,000 1,525,000 16 DENVER MUSEUM OF NATURE & SCIENCE, DENVER, CO, U.S. 5.1% 1,487,000 1,415,000 17 MUSEUM OF SCIENCE, BOSTON, MA, U.S. 0.0% 1,458,000 1,458,000 THE J. PAUL GETTY CENTER, LOS ANGELES, CA, U.S. -4.6% 1,439,000 1,509,000 19 MUSEUM OF SCIENCE AND INDUSTRY, CHICAGO, IL, U.S. -10.7% 1,388,000 1,555,000* 20 CALIFORNIA ACADEMY OF SCIENCES, SAN FRANCISCO, CA, U.S. 2.0% 1,321,000 1,295,000 TOP 20 TOTAL ATTENDANCE 2019 49,763,000 58,850,000 TOP 20 TOTAL ATTENDANCE GROWTH 2018–19 -13.2% 49,763,000 60,337,000 © 2020 TEA / AECOM

* Adjustment versus the figure we published in last year’s report

-13.2% 49.8m 60.3m Top 20 museums North Top 20 museums North Top 20 museums North America attendance growth 2018–19 America attendance 2019 America attendance 2018

© 2020 TEA / AECOM 93 TOP 20 MUSEUMS ASIA-PACIFIC

SEOUL, SOUTH KOREA TOKYO, JAPAN NORTHERN CHINA 9 3.6m 19 12 7.8m 14.4m 1 1 MUSEUM 16 3 MUSEUMS 3 MUSEUMS 5 8

15 17 2 EASTERN CHINA 20 21.3m 7 10 3 4 6 MUSEUMS 12

CENTRAL CHINA TAIWAN 14 8.7m 6 3 MUSEUMS 6.5m 11 3 MUSEUMS

MELBOURNE, AUSTRALIA 18 2.4m 1 MUSEUM

KEY GROWTH Top 20 museums Asia-Pacific 30 Top 20 museums worldwide Circles represent size of attendance at ranked parks at 15 the geography indicated. Slices within circles represent proportion < 0% 0%–4.9% 5%–9.9% 10%+ 0 of attendance at the geography from the ranked museum indicated by number. Shading indicates -15 attendance growth at the 2012–13 2013–14 2014–15 2015–16 2016–17 2017–18 2018–19 ranked museum versus all other 27.6% 9.1% -0.4% 3.1% 13.3% 0.6% -0.4% ranked museums.

94 © 2020 TEA / AECOM RANK MUSEUM LOCATION % CHANGE ATTENDANCE 2019 ATTENDANCE 2018 FREE/PAID 1 NATIONAL MUSEUM OF CHINA, BEIJING, CHINA -14.2% 7,390,000 8,610,000 2 SHANGHAI SCIENCE & TECHNOLOGY MUSEUM, SHANGHAI, CHINA 36.3% 4,824,000 3,540,000 3 NANJING MUSEUM, NANJING, CHINA 13.6% 4,169,000 3,670,000 4 ZHEJIANG MUSEUM, HANGZHOU, CHINA -1.2% 4,150,000 4,200,000 5 CHINA SCIENCE TECHNOLOGY MUSEUM, BEIJING, CHINA -11.6% 3,891,000 4,400,000 6 NATIONAL PALACE MUSEUM, TAIPEI, TAIWAN -0.7% 3,832,000 3,860,000 7 XIAN MUSEUM, XIAN, CHINA 40.7% 3,420,000 2,430,000 8 NATIONAL MUSEUM OF KOREA, SEOUL, SOUTH KOREA 1.6% 3,354,000 3,300,000 9 TIANJIN NATURAL HISTORY MUSEUM, TIANJIN, CHINA 12.3% 3,150,000 2,805,000 10 HUNAN MUSEUM, CHANGSHA, CHINA -12.8% 3,140,000 3,600,000 11 NATIONAL TAIWAN SCIENCE EDUCATION CENTER, TAIPEI, TAIWAN 46.0% 3,000,000 2,055,000 12 HISTORY MUSEUM, XIAN, CHINA 3.6% 2,900,000 2,800,000 13 TOKYO METROPOLITAN ART MUSEUM, TOKYO, JAPAN 3.0% 2,874,000 2,790,000 14 NATIONAL MUSEUM OF NATURAL SCIENCE, TAICHUNG, TAIWAN -10.5% 2,650,000 2,960,000 15 SHANGHAI NATURAL HISTORY MUSEUM, SHANGHAI, CHINA 16.9% 2,549,000 2,180,000 16 NATIONAL MUSEUM OF NATURE AND SCIENCE, TOKYO, JAPAN 0.0% 2,460,000 2,460,000 17 ZHEJIANG MUSEUM OF NATURAL HISTORY, HANGZHOU, CHINA 13.1% 2,443,000 2,160,000 18 NATIONAL GALLERY OF VICTORIA, MELBOURNE, AUSTRALIA -24.0% 2,433,000 3,200,000 19 TOKYO NATIONAL MUSEUM, TOKYO, JAPAN 0.0% 2,431,000 2,430,000 20 HUBEI PROVINCIAL MUSEUM, WUHAN, CHINA 16.2% 2,400,000 2,065,000 TOP 20 TOTAL ATTENDANCE 2019 67,460,000 65,515,000 TOP 20 TOTAL ATTENDANCE GROWTH 2018–19 -0.4% 67,460,000 67,700,000 © 2020 TEA / AECOM

-0.4% 67.5m 67.7m Top 20 museums Top 20 museums Top 20 museums Asia-Pacific attendance growth 2018–19 Asia-Pacific attendance 2019 Asia-Pacific attendance 2018

© 2020 TEA / AECOM 95 TOP 20 MUSEUMS EMEA AMSTERDAM, NETHERLANDS EDINBURGH, U.K. 4.8m ST PETERSBURG, RUSSIA LONDON, U.K. 2.2m 2 MUSEUMS 5.0m 1 MUSEUM 1 MUSEUM 30.9m 20 15 MOSCOW, RUSSIA 6 MUSEUMS 19 7 14 2.8m 1 MUSEUM 9 12 3

4 OŚWIĘCIM, POLAND 6 5 18 2.3m 1 MUSEUM

16 , ITALY 11 1 17 2 2.4m 10 1 MUSEUM 13 8 VATICAN, VATICAN CITY PARIS, FRANCE 6.9m 18.9m MADRID, SPAIN 1 MUSEUM 4 MUSEUMS 7.6m 2 MUSEUMS

KEY GROWTH Top 20 museums EMEA 10 Top 20 museums worldwide Circles represent size of attendance at ranked parks at 5 the geography indicated. Slices within circles represent proportion

< 0% 0%–4.9% 5%–9.9% 10%+ 0 of attendance at the geography from the ranked museum indicated by number. Shading indicates -5 attendance growth at the 2012–13 2013–14 2014–15 2015–16 2016–17 2017–18 2018–19 ranked museum versus all other 4.6% 0.8% -1.7% 0.9% 1.1% 6.1% 4.4% ranked museums.

96 © 2020 TEA / AECOM RANK MUSEUM LOCATION % CHANGE ATTENDANCE 2019 ATTENDANCE 2018 FREE/PAID 1 LOUVRE, PARIS, FRANCE -5.9% 9,600,000 10,200,000 2 VATICAN MUSEUMS, VATICAN, VATICAN CITY 1.9% 6,883,000 6,756,000 3 BRITISH MUSEUM, LONDON, U.K. 5.8% 6,208,000 5,869,000 4 TATE MODERN, LONDON, U.K. 4.6% 6,098,000 5,829,000 5 NATIONAL GALLERY, LONDON, U.K. 4.8% 6,011,000 5,736,000 6 NATURAL HISTORY MUSEUM, LONDON, U.K. 3.8% 5,424,000 5,226,000 7 STATE HERMITAGE, ST PETERSBURG, RUSSIA 15.4% 4,957,000 4,294,000 8 REINA SOFÍA, MADRID, SPAIN 13.5% 4,426,000 3,898,000 9 VICTORIA & ALBERT MUSEUM, LONDON, U.K. -1.2% 3,921,000 3,968,000 10 MUSÉE D'ORSAY, PARIS, FRANCE 15.0% 3,652,000 3,175,000 11 CENTRE POMPIDOU, PARIS, FRANCE -7.9% 3,270,000 3,552,000 12 SCIENCE MUSEUM (SOUTH KENSINGTON), LONDON, U.K. -1.0% 3,254,000 3,286,000 13 MUSEO NACIONAL DEL PRADO, MADRID, SPAIN 10.7% 3,203,000 2,893,000 14 STATE TRETYAKOV GALLERY, MOSCOW, RUSSIA 32.0% 2,836,000 2,149,000 15 RIJKSMUSEUM, AMSTERDAM, THE NETHERLANDS 17.4% 2,700,000 2,300,000 16 CITE DES SCIENCES ET DE L'INDUSTRIE, PARIS, FRANCE 6.2% 2,370,000 2,231,000 17 GALLERIA DEGLI UFFIZI, FLORENCE, ITALY 5.9% 2,362,000 2,230,000* 18 AUSCHWITZ-BIRKENAU MUSEUM, OŚWIĘCIM, POLAND 6.9% 2,300,000 2,152,000 19 NATIONAL MUSEUM OF SCOTLAND, EDINBURGH, U.K. -0.8% 2,210,000 2,228,000 20 VAN GOGH MUSEUM, AMSTERDAM, THE NETHERLANDS -4.8% 2,100,000 2,206,000 TOP 20 TOTAL ATTENDANCE 2019 83,785,000 80,178,000 TOP 20 TOTAL ATTENDANCE GROWTH 2018–19 4.4% 83,785,000 80,278,000 © 2020 TEA / AECOM

* Adjustment versus the figure we published in last year’s report

4.4% 83.8m 80.3m Top 20 museums EMEA Top 20 museums Top 20 museums attendance growth 2018–19 EMEA attendance 2019 EMEA attendance 2018

© 2020 TEA / AECOM 97 ABOUT THE STUDY

Methodology and of the TEA/ The global market is studied as a whole,

AECOM Theme Index and Museum Index and each of its main regions is also studied

This is the fourteenth annual Theme Index separately: the Americas, EMEA, and and Museum Index collaboration between Asia-Pacific. the Themed Entertainment Association For a theme park or water park to be included (TEA) and AECOM, although the study itself in the report, at a minimum the property must has been in existence for much longer. The be gated (entry ticket required) and the park report has evolved over the years, starting as generally must be focused on the visitor just a report on major U.S. theme parks, with experience. To be included in the top theme additional regions (EMEA, Asia, Latin America) park groups list, an operator must have theme and attraction types (water parks, museums) parks in its portfolio in which it has controlling added over time. The report represents a ownership or that are branded by the operator significant body of international research (i.e., licensed). and annual tracking. Due to differences in reporting across Inclusion in the annual Theme Index and operators and regions, there is some variation Museum Index is now seen as a benchmark in the time periods for which figures are of success among operators, parks, and reported. Unless otherwise noted, figures for museums. Every year AECOM and TEA North America and Europe are calendar year hear from parks and museums desiring to figures, while most figures for Asia-Pacific are share their attendance increases and earn fiscal year figures. In Asia-Pacific, for those a place on the list. Those who believe their parks/museums with a fiscal year ending from properties should be included in the report June 30 to December 31, AECOM researchers are encouraged to contact the AECOM office use the current fiscal year number in our in their region, after studying the criteria tables, while for those parks/museums with a for consideration given below. The more fiscal year ending early in the year, for example feedback and information we receive, the on March 31, the following fiscal year numbers more accurate this report will become. are used in the tables. By way of example, AECOM obtains the figures used to create Ocean Park Hong Kong fiscal year ends the TEA/AECOM Theme Index and Museum June 30, 2019, so fiscal year 2019 is used in Index through a variety of sources, including the 2019 table. statistics furnished directly by the operators, historical numbers, financial reports, the investment banking community, local tourism organizations, and professional estimates where necessary.

John Robinett and Judith Rubin have worked together on every edition of the TEA/AECOM Theme Index since 2006 — for as long as the Themed Entertainment Association and the Economics practice at AECOM have been collaborating to produce the annual JOHN ROBINETT JUDITH RUBIN attendance study. They have both been honored with the TEA Peter Chernack Senior Vice President – Director of Publications, TEA Distinguished Service Award, recognizing Economics, AECOM exceptional service to the attractions — — industry community.

98 FREQUENTLY ASKED QUESTIONS

Why should parks share their numbers? yet reports that numbers are stable or growing, When operators share their information, it the numbers are suspect. Moreover, it’s not the is good for the industry. It ties directly into kind of secret that can be kept for long. People re-investing wisely in ways that bring in more move from one operator to another and they attendance and more repeat visitation, driving take that knowledge with them. Consultants are revenue and profits. Tracking differences and called upon to help interested evaluate fluctuations in attendance helps the industry ongoing operations as well as potential new recognize what drives changes in attendance. investments and activities. In other words, Knowing what works, what doesn’t work — and over-reporting will eventually come to a point of where and why — allows operators to make correction. Our advice is to trust the process. wise investment decisions and to know what results can be expected. That’s the heart How do you estimate figures for individual of market and feasibility analysis. parks and museums that don’t report them? Fortunately, with more than 60-years Do some operators exaggerate in order experience working in the attractions industry, to look more successful? What can you AECOM’s Economics practice has a strong do about that? understanding of what drives performance at Our role is to share what the industry operators the park level and a robust process to estimate say officially or, if that information is not attendance where necessary. The following provided, to share our best professional outlines our general process: estimate. It’s possible that some are over- reporting their numbers. We can’t control that. – We start by reviewing publicly available However, all of the major operators are publicly information about the performance of the owned and therefore obliged to report financial multi-park/attraction operators and also performance information at the corporate level, the individual parks/museums. We also even if they don’t break it down to the park level. review information that we have collected as part of the previous year’s report and Over-reporting may get an operator throughout the year. temporarily higher on the list than its competitors, but it will cause problems, some – Where park/museum-level information is in the near term and others down the road. In missing, the multi-park operators and the the near term, if attendance is up but revenues individual parks/museums are asked to or profitability are not, it raises questions. provide their attendance figures, and many In the longer term, eventually, they’ll hit a of them do so directly. point where the numbers are too far off to be credible. Misrepresenting also complicates the – Where specific park/museum-level figures picture if the company eventually goes public, are not received from the operator, AECOM or is acquired or wants to sell off an individual researchers use a detailed methodology property. Operators know this. that considers the following: historic attendance trends at the park/museum; Misreporting also raises false expectations. generally available information on the park/ If you’re trying to make an investment museum and/or operator; park/museum decision and forecast future performance, changes, such as new rides, areas, shows, you need accurate information. If a property exhibits, ticket prices, intellectual property is not investing in regular improvements, connections, etc.; general economy of

99 the nation and the specific metropolitan designers to help correctly position and area; tourism trends nationally and in the right-size parks and museums to match metropolitan area; for parks, weather trends their market potential and optimize their in the area, particularly during peak periods; financial performance. In addition, they the performance of nearby parks/museums regularly speak at industry events, such as and other attractions; media coverage those organized by TEA, IAAPA, WWA, AAM, about the operator/park/museum; and AZA, ULI, and many others, about industry select factors as relevant. trends, and also contribute to articles to industry publications and in more general – Park/museum operators are also given media publications. the opportunity to review and comment What causes wide swings in on AECOM’s estimate before the Theme Index and Museum Index are finalized and performance at parks and museums? published. Of those that don’t provide As can be seen from the process outlined official figures at the park/museum level, above, there are many factors affecting the the research team generally receives performance of a park or museum, including some form of feedback regarding the past performance, new offerings, the individual parks/museums. Leadership economy, tourism, weather, media coverage, at TEA (the Themed Entertainment management, and more. Typically, large Association, which publishes and helps edit changes in attendance, up or down, are driven the report) plays an important role here, by major changes in one or more of these encouraging responses. factors, with the relationship between the two frequently clear when examined in detail. – As the leading provider of business planning studies worldwide for attractions, How is a water park defined for the AECOM's group also works frequently purposes of the Theme Index? with all of the major operators, parks and A water park must have a minimum of three museums, providing the AECOM team water slides / flumes, a , retail and the opportunity to periodically compare food areas, and at least two of the following estimates with actual exact figures. They other elements: tube rides; free-form pool; are used to refine the methodology where lazy river; and kids' water play area. In Asia necessary. and America, the water parks are defined as outdoor facilities. If a water park also has a – As part of its active work in these markets separate spa facility, only the entertainment- and to maintain awareness of what drives related attendance is factored into our study. performance and the macroeconomics Why aren’t other attraction types of different countries, members of included, such as and aquariums, the research group visit the parks and observation experiences, and sports museums, watching for new development and trends. This helps to bring professional and performance venues? processes to the industry so that a higher The report has evolved over the years, level of quality can be transmitted from starting as just a report on major U.S. theme more developed markets into emerging parks, with additional regions (EMEA, Asia, Latin markets. AECOM consultants frequently America) and attraction types (water parks, work for operators who are looking to enter museums) added over time. That said, we are the attractions business, or to grow or indeed considering additional attraction types improve their existing operations. They also and will include these as interest is shown and team with attraction master planners and resources allow.

100 Why do you focus on the top- How do you account for the performance of operators of numerous smaller attractions attended parks and museums? that don’t make the lists, but that are still The top-attended parks and museums are a clear indicator of the overall state of the large operators? industry and associated trends. In addition, The two operators that most readily come to trends and activities at the top-attended parks mind here are Merlin Entertainments Group and museums signal both what is currently and Parques Reunidos, both of which do make occurring in the industry more broadly, as the Top 10 Theme Park Groups Worldwide list. well as what is likely to occur in the future, In the case of Merlin Entertainments Group, particularly in such areas as investment, they are the second most attended operator technology, IP, marketing, facility spending, globally with attendance of 67.0 million in 2019, visitor spending and behavior. This is also why around one-third of which occurred at larger the top-attended parks and museums tend to parks, with most of these located in the EMEA be the most-watched by the media as well as region (e.g., LEGOLAND Windsor, LEGOLAND the industry. The report currently lists more Billund, Alton Towers, etc.). However, about than 200 parks and museums, the result of a two-thirds of Merlin’s attendance occurs in significant research, tracking and evaluation mid- and small-size attractions, particularly effort on the part of our team. at “” attractions, most of which are situated in highly trafficked locations in Can we assume that the same dynamic well-known locations, particularly top tourist of the top parks is playing out in the destinations, with highly recognized individual smaller parks and museums? brands (e.g., , SeaLife, the Generally, the answer is yes, with attractions Dungeons, etc.). Similarly, with 20.9 million of all types and scales facing many of the visitors in 2019, Parques Reunidos was the same ongoing challenges, which include tenth most attended operator globally, with a meeting visitor expectations, hiring and strategy of focusing largely on a wide variety retaining good management and staff, of attraction types, including amusement efficient operations, understanding and parks, zoos, aquariums, and IECs, primarily applying new technology, addressing the located in the EMEA region, but with a growing need for continuous reinvestment, and the portfolio in North America (via its subsidiary like. That said, smaller and more regional ). Clearly both Merlin venues have their own unique place in the Entertainments and Parques Reunidos have market. They have distinct challenges when developed effective strategies to attract large it comes to marketing, investment and numbers of visitors overall to their respective guest retention, making the most of smaller attraction portfolios, but a combination of budgets, and differentiating themselves factors such as their location, focus, and scale, from other leisure options competing for inhibits most of their properties from reaching visitors’ time and money. How they respond levels for inclusion in the Theme Index. to those challenges often sets an example of creativity, innovation, leadership and/ or economic stimulus that influences the rest of the sector — many such examples have appeared in the annual slate of TEA Thea Awards recipients over the years.

101 TEA and AECOM express thanks to the numerous park and museum operators who graciously and generously furnished attendance information, enabling this report to be as complete and accurate as possible.

About AECOM AECOM is the world's premier infrastructure firm, delivering professional services throughout the project lifecycle — from planning, design and engineering to consulting and construction management. We partner with our clients in the public and private sectors to solve their most complex challenges and build legacies for generations to come. On projects spanning transportation, buildings, water, governments, energy and the environment, our teams are driven by a common purpose to deliver a better world. Fortune 500 AECOM is a firm with revenue of approximately $20.2 billion during fiscal year 2019.

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About the Themed Entertainment Association (TEA) Through its activities in the global themed entertainment community, TEA leads the conversation about how great guest experiences are conceived and realized, and helps focus attention on themed entertainment as a vital niche of popular culture, and its essential role in global economic development. As a nonprofit membership association representing the creators of compelling places and experiences worldwide, TEA encompasses some 1,800 member companies and produces a full calendar of conferences and events including the prestigious, annual TEA Thea Awards. TEA was founded in 1991 and is headquartered in the Los Angeles area.

Visit www.teaconnect.org. On Twitter: @TEA_Connect.

This version of the Theme and Museum Index and previous versions back to 2006 can be downloaded at the following links: aecom.com/theme-index teaconnect.org/resources/theme-index v1.3